O city marketing em Natal/RN e a construção da imagem da cidade

The growing importance of tourism in overall economic activity worldwide has favored the intensification of competition among cities that seek to create environments attractive to tourists and potential investors. It has been common practice to import characteristics of the business environment in the public management of cities. The city marketing is a key tool used by public leaders to promote a linkage between the tourism image and urban image and involves, in addition to promoting the image of the city, the planning of interventions in urban space, trying to formulate a positive image of the city able to facilitate the deployment of capital. This research seeks to understand the nature of city marketing as part of contemporary urban management and analyzes how is its application in decisions concerning the promotion of tourism in Natal/RN. The approach of this research is qualitative, exploratory and descriptive, in which respondents were the main leaders of two of the official tourism site, the Empresa Potiguar de Promoção Turística and the Secretaria Municipal de Turismo e Desenvolvimento Econômico. It was found that there is a strong articulation of public power with private enterprise in the design and conduct of the actions of urban marketing, that from the survey data show that the behavior of target markets provide guidelines for taking strategic decisions relating to tourism. Sun and sea are some key elements explored to form the image of Natal and to authorize the sale of the city as a tropical paradise. However, there is an increase in the diversification of tourism products, seeking to increase flow to the segments of ecotourism, adventure, business and culture. It s also growing the use of local culture as a tourism product, however, the cultural representation focuses on superficial values and does not bring to light the social and historical richness that the city has. Public authorities use the city marketing strategies as a means able to maximize the attractiveness of Natal urban space to investors, business groups and tourists. It can be observed that urban managers seek solutions that can continuously increase the tours, which often manifests in interventions that focus the tourist areas of the city, in oposition of those who do not contribute to a positive reading of the city, which ultimately generate the worsening of spacial and social inequalities

O city marketing em Natal/RN e a construção da imagem da cidade

The growing importance of tourism in overall economic activity worldwide has favored the intensification of competition among cities that seek to create environments attractive to tourists and potential investors. It has been common practice to import characteristics of the business environment in the public management of cities. The city marketing is a key tool used by public leaders to promote a linkage between the tourism image and urban image and involves, in addition to promoting the image of the city, the planning of interventions in urban space, trying to formulate a positive image of the city able to facilitate the deployment of capital. This research seeks to understand the nature of city marketing as part of contemporary urban management and analyzes how is its application in decisions concerning the promotion of tourism in Natal/RN. The approach of this research is qualitative, exploratory and descriptive, in which respondents were the main leaders of two of the official tourism site, the Empresa Potiguar de Promoção Turística and the Secretaria Municipal de Turismo e Desenvolvimento Econômico. It was found that there is a strong articulation of public power with private enterprise in the design and conduct of the actions of urban marketing, that from the survey data show that the behavior of target markets provide guidelines for taking strategic decisions relating to tourism. Sun and sea are some key elements explored to form the image of Natal and to authorize the sale of the city as a tropical paradise. However, there is an increase in the diversification of tourism products, seeking to increase flow to the segments of ecotourism, adventure, business and culture. It s also growing the use of local culture as a tourism product, however, the cultural representation focuses on superficial values and does not bring to light the social and historical richness that the city has. Public authorities use the city marketing strategies as a means able to maximize the attractiveness of Natal urban space to investors, business groups and tourists. It can be observed that urban managers seek solutions that can continuously increase the tours, which often manifests in interventions that focus the tourist areas of the city, in oposition of those who do not contribute to a positive reading of the city, which ultimately generate the worsening of spacial and social inequalities

Information literacy: uma análise nas bibliotecas escolares da rede privada em Natal / RN

GUEDES, Clediane de Araújo; FARIAS, Gabriela Belmont de. Information literacy: uma análise nas bibliotecas escolares da rede privada em Natal / RN. Revista Digital de Biblioteconomia e Ciência da Informação, Campinas, v. 4, n. 2, p. 110-133, jan./jun. 2007

Gestão do marketing de relacionamento: um estudo em empresas hoteleiras de Natal - RN

The present study it analyzes the Management of the Marketing of strategy Relationship as distinguishing for the host s companies of the city of Natal - RN. To carry through this analysis interviews with managers had been carried through, as well as the direct comment of processes, documents, actions and strategies developed for the hotels, with intention to know the level of perception and valuation of the relationship with customers, to verify resources and technologies used in the Management of the Relationship Marketing, identification, segmentation and differentiation of customers, personalization of products and services, and results of the emphasis in the relationship with customers for the host s companies. The research can be classified as exploratory - descriptive, and its universe is limited to the city of Natal, having enclosed hotels that have carried through tourist activity in 2005 and 2006. Still on the criteria of election of the sample, the study it investigated host s companies who if fit in the category superior luxury, or either, five stars, pertaining the national nets and international. How much to the treatment and analysis of the data the was made to leave of the theoretical support of the authors who work the thematic one and of the analysis of the interviews with managers, documents and processes observed for the researcher in the studied hotels. The research sample that the interviewed ones understand the importance to work the Management of the Marketing of Relationship in the host s companies me intention to get sustainable competitive advantage. One still evidenced that the searched hotels make use of strategies and instruments of Management of the Marketing of Relationship, however without an ample theoretical knowledge and yes only as base in the experience of the managers and spread processes already, generating one moment competitive advantage and not relationships of long duration

Favela não é o lugar, são as pessoas . Desconstruindo a relação entre lugar e violência no Sarney e no Japão, Natal/RN

The city is the privileged place construction of social and political life, and the gathering of social groups. Meeting place, the diversity and possibilities. But the urban universe which cities belong is not a homogeneous whole. There are spaces demarcated and valued ideologically creating antithetical images about places that are now recognized as violent or dangerous. Peripheral urban situations of unprivileged add to theprejudices to the origin of place within the neighborlyallotments José Sarney and Novo Horizonte (Japan Slum) / Natal-RN, which are reproduced in narratives of everyday life. Spatial divisions are exploited, mixed and repeated to maintain social distances through rites of separations and dichotomies such as neighborhood/joint housing, allotment/slum and the people of the high place/the people of the down place. Social categories such as buraco(hole) and cabras (goats) are evoked to interpret the world of violence and places regarded as dangerous. The prominence of hypermasculinity and perception of children and adolescents living on the outer elements are brought up to the interpretation of images evoked in interviews with residents and their neighbors

Ventilação e prescrições urbanísticas: uma aplicação simulada para a Orla da Praia do Meio em Natal/RN

This work analyses a study on natural ventilation and its relation to the urban legislation versus the building types in an urban fraction of coastal area of Praia do Meio in the city of Natal/RN, approaching the type or types of land use most appropriate to this limited urban fraction. The objective of this study is to analyse the effects of the present legislation as well as the types of buildings in this area on the natural ventilation. This urban fraction was selected because it is one of the sites from where the wind flows into the city of Natal. This research is based on the hypothesis stating that the reduction on the porosity of the urban soil (decrease in the set back/boundary clearance), and an increase in the form (height of the buildings) rise the level of the ventilation gradient, consequently causing a reduction on the wind speed at the lowest part of the buildings. Three-dimensional computational models were used to produce the modes of occupation allowed in the urban fraction within the area under study. A Computational Fluid Dynamics (CFD) software was also used to analyse the modes of land occupation. Following simulation, a statistical assessment was carried out for validation of the hypothesis. It was concluded that the reduction in the soil porosity as a consequence of the rates that defined the minimum boundary clearance between the building and the boundary of the plot (and consequently the set back), as well as the increase in the building form (height of the buildings) caused a reduction in the wind speed, thus creating heat islands

Mobilidade urbana sustentável em projetos estruturantes: analise urbanística e ambiental do corredor de transporte da Avenida Bernardo Vieira Natal/RN

The search for a sustainable urban mobility, has recast the public policy of transport and movement for all, in order to contribute to the welfare economic, social and environmental. Within this context, has as its main objective review here in the city of Natal in the state of Rio Grande Norte, the deployment of the new road infrastructure of the transport corridor of Bernardo Vieira Avenue and checking at least with regard to urban areas and environmental chosen here, as will indicators to assess sustainable urban mobility, that the theory has been well constructed, but in practice little way to apply the proposed guidelines for sustainability. To achieve this result, is initially a literature review with the principal investigators of the matter, since the concepts of indicators of sustainable urban mobility. And a second time, participating in to the case study, using the methodology of environmental awareness, through analysis photographs, notes and testimony in the study area ace to reach conclusions

A forma do privilégio: renda, acessibilidade e densidade em Natal-RN

The aim of this work is to understand the morphological expression of ground occupation by the higher income population, by focusing on population distribution in accordance with income layers and demographical density, as well as topological accessibility (HILLIER and HANSON, 1984) resulting from the urban grid structure. It endeavors to identify a functional organizing principle regarding the intra-urban space of Natal capital city of the state of Rio Grande do Norte, the research focus. In order to achieve this, census data as well as syntactic data were utilized for mapping and spatial analysis of income patterns, topological accessibility and demographical density using Geographical Information System GIS. The organizing principle was named as the Form of Privilege, a pattern that concentrates or tends to concentrate wealth, topological accessibility and low demographical density. Attempting to assess its extent, beyond Natal, this principle was applied to other Brazilian northeastern capitals such as: Fortaleza, CE; Teresina, PI; Aracaju, SE; Recife, PE; and João Pessoa, PB. Findings point out that although the urban structures of these cities are not immune to the Form of Privilege, Natal is emblematic of this phenomenon, a fact that demonstrates the perverse character of its spatial process, which historically creates privileged areas within the city, by means of the appropriation of accessibility as well as of the many urban benesses that are related to it by higher income groups at the expense of the major part of the population, which though being the people mostly in need of the benefits originating from the urban form are excluded from them

A cidade sem barreiras é para todos?: avaliação das condições de deslocamento no bairro da Cidade Alta, Natal/RN

In this present work, the conditions of displacements and the behaviors of the users are evaluated, face to the physical adequacies in accessibility in the inserted area in the central quadrilateral of the Quarter of Cidade Alta, in the City of Natal/RN, space clipping established by its great meaning historical and cultural. For this reason such area was a target of an integrated actions plan during the years of 1993 and 1998, with the implantation of part of the Project CIDADE SEM BARREIRAS (City without Barriers) and, later, the implementation of the Project CIDADE PARA TODOS's proposals (City for All), having as supports the constant Brazilian norms inserted into the NB9050/1994 and in the Municipal law number 4.090/92, effective ones in the period of the interventions. Considering that the carried through actions at the time were directed to the elimination of the architectural barriers to guarantee the right to go and to come, the research received a human universe formed by all the people in situation of displacement in the central area of the interventions in the quarter of the Cidade Alta, independently of their locomotive or sensorial conditions, emphasizing the aspects most excellent how much to the accessibility of the sidewalk, as promotional of mobility, integration and urban organization, as well as of the public squares of that one quadrilateral, conceived, originally, as spaces of aggregation and social inclusion. The work appealed to the direct comment and the gotten results had been collated with the ex port facto law and technique norms, of the year of 2004, and with the legal devices contained in the Federal Decree number 5.296/2004, as way to certify the levels of efficiency of these adaptations in that it says respect to the current conditions of demanded accessibility and urban mobility

Influência das áreas verdes no microclima local: um estudo do conjunto habitacional Ponta Negra, Natal/RN

Owing to na intense process of urban development, urban uneasiness and discomfort in the daily life of populations have nowadays, especially in the big cities, become increasingly ordinary issues. Population density, degeneration of central areas and pollution are some of the environmental stressors the urban man is subjected to. The existence of open areas in the urban network contributes to a better movement of the air and transforms salubrity conditions. Yet, it has been noticed that parks and squares are disappearing from the heart of the city districts. In their place there are either unused plots of land where garbage has been dumped or nearly all-paved squares with meager or no vegetation at all. Such areas, when handled properly, play an important role in the city because in addition to being zones for rendering a mild climate they perform social, cultural and hygienic functions. Aiming at demonstrating that proper handling of green areas can favorably influence the local microclimate, we have attempted to develop analysis from the point of view of bioclimatizing attributes of urban form and their relationship to the local microclimate found in the eight open areas located in the Ponta Negra Housing Complex in the city of Natal/RN

Análise do custo-benefício de sistemas de cobertas em edificações comerciais para o clima de Natal/RN visando eficiência energética

This research consists in studying the influence of the various type of construction systems of roofs with their energy efficiency as well as on the cost benefit for the commercial buildings on the temperatures condition of the city of Natal/RN. The main goal of this research is to analyze the cost benefit of the construction systems of roofs available on the market, taking into consideration the energy efficiency of the commercial buildings artificially air conditioned in order to be used by the projectors and to be adequated to the temperatures condition of the city of Natal/RN. The method of valuation of the cost benefit of roof systems consists in six steps: Features and simulation of the reference building; Analyze of sensitivity; Analyzes, features and simulation of alternatives of roof construction systems; Analyze of the cost of implementation; Analyze of the benefits of the alternatives comparing to the base case; And finally the analyze of the cost benefit. The model type chosen as reference was stores with pre molded buildings and system of roof with fiber ciment and ceiling . The thermal results showed the influence of the roof system on the energy efficiency of the building. The Final results of the simulations of the alternatives comes to a conclusion that the absortance is the variable that presents the best cost benefit relation and the reduction on the thermal transmittance still has limitations because of the high cost

Espaços de pobreza e mobilidade urbana: os deslocamentos da população de baixa renda em Natal/RN

This dissertation is an attempt to understand how families with an income of up to three minimum wages and living in different Areas of Demographic Expansion (AEDs) of Natal municipality specifically in the districts of Igapó and Salinas (North Administrative Zone of the city), Ponta Negra (South Administrative Zone), Santos Reis, Praia do Meio, Areia Preta and Mãe Luíza (East Administrative Zone) and Felipe Camarão (West Administrative Zone) solve their problems of urban mobility. It is, therefore, a reflection upon the mobility needs of poor urban households as expressed in terms of origin-destiny displacements for specific movements (house-work, house-school, house-shopping, house-healthcare and house-leisure), all of which being analyzed within the relationship between public transportation and poverty spaces of the city. In order to develop the study, theoretical aspects and themes related to the production of the urban space, to social and spatial segregation, to urban mobility and to transportation were confronted with the collected data referring to the urban population previously selected. One of the research main findings is the crucial role mobility plays in the social differentiation of such people living in Natal and that any policy for the improvement of their living conditions must take mobility issues into account

Natal qual é a sua cara?: análise do perfil edilício da avenida Eng. Roberto Freire (Natal/RN) à luz da acessibilidade

This study focuses on the building ensemble of Avenida Roberto Freire, a main road in Natal, Brazil, as a material expression of the confluence of various factors among which the following may be emphasized: high level of accessibility due to urban spatial re-structuring and the growth of the real estate market, in view of the increasing number of consumers, who arrived in Natal within the last decades. The intense urban modification process that has been going on in Natal since at least the 1980s, has engendered the formation of long axial lines which express the expansion dynamics and some of the forces subjacent to it. Avenida Roberto Freire has been an iconic example of an urban thoroughfare where architecture becomes primarily a communication support that can be perceived by fast moving passers-by, what brings it close to the venturian concept of strip (Venturi at al, 1972). The building types that line the road not only respond to the dynamics in process but also contribute to intensify it, as they house a variety of uses which attract people and generate more movement. The dynamics is further strengthened by the action of the real estate business which benefits from the increase of highly accessible locations, and from the private and public investments and incentives to tourism that aim to insert this city into the globalized world. Although the intention of reconstituting part of the history of density increase on this avenue in a diachronical perspective was attempted within the limits of the available references and documentation, the central contribution of this study is to understand the relations between topological accessibility and the typological nature of the building ensemble. By observing the synchronic morphological frame resulting from the spatial configuration analysis pertinent to this avenue (cf. Hillier and Hanson,1984) and the inventory and classification of the building ensemble there existing, this study aims to understand how architecture responds to accessibility in view of the real estate pressure, boosted by a cosmopolitanizing process brought about by the continuous flow of foreign and Brazilian arrivals as visitors, temporary or permanent residents

Exclusão social e projetos habitacionais. Um estudo sobre conjuntos habitacionais, segregação e exclusão social em Natal/RN

In Natal s urban growth process it is given that the performance period of the National Housing Bank (BNH, 1964-1986) was marked by the intense expansion of the urban grid and configuration of outskirts, through the construction of social housing developments. Implanted in segregated areas of the existing formal city, the population installed in these complexes was also excluded from their rights, considering that the housing defines itself not only by the physical dwelling, but also by its access to urban infrastructure, facilities, services, and others. From this reality and the verification of the city s exclusion and sociospatial segregation processes, we aimed to quantitatively demonstrate levels of social exclusion in Natal, based on the methodology developed by Sposati (2000) and adapted by Genovez (2002), which relates IBGE s (Brazilian Institute of Geography and Statistics) database underlying variables such as income, schooling and dwelling s quality. The research unveiled some spatial patterns promoted by the social housings: in these areas islands were developed with higher indicators than surrounding areas, revealing internal hierarchies in the city s outskirts

Mapeamento acústico como ferramenta para predição de ruído urbano na área de influência do estádio Arena das Dunas, Natal/ RN

The Noise Pollution causes degradation in the quality of the environment and presents itself as one of the most common environmental problems in the big cities. An Urban environment present scenario and their complex acoustic study need to consider the contribution of various noise sources. Accordingly to computational models through mapping and prediction of acoustic scene become important, because they enable the realization of calculations, analyzes and reports, allowing the interpretation of satisfactory results. The study neighborhood is the neighborhood of Lagoa Nova, a central area of the city of Natal, which will undergo major changes in urban space due to urban mobility projects planned for the area around the stadium and the consequent changes of urban form and traffic. Thus, this study aims to evaluate the noise impact caused by road and morphological changes around the stadium Arena das Dunas in the neighborhood of Lagoa Nova, through on-site measurements and mapping using the computational model SoundPLAN year 2012 and the scenario evolution acoustic for the year 2017. For this analysis was the construction of the first acoustic mapping based on current diagnostic acoustic neighborhood, physical mapping, classified vehicle count and measurement of sound pressure level, and to build the prediction of noise were observed for the area study the modifications provided for traffic, urban form and mobility work. In this study, it is concluded that the sound pressure levels of the year in 2012 and 2017 extrapolate current legislation. For the prediction of noise were numerous changes in the acoustic scene, in which the works of urban mobility provided will improve traffic flow, thus reduce the sound pressure level where interventions are expected