O USO ESTRATÉGICO DA COMUNICAÇÃO INTEGRADA DE MARKETING NA DINAMIZAÇÃO DO TURISMO BAIANO

Trata-se de um estudo sobre a comunicação integrada de marketing aplicada ao segmento turístico na Bahia. Este trabalho tem como propósito identificar de que forma foram elaboradas e articuladas estrategicamente as ações de comuicação integrada de marketign dentro do planejamento estratégico realizado pelo governo do Estado da Bahia na construção da " marca Bahia", por meio da valorização de atributos e características únicas presentes nos aspectos sociais, culturais, econômicos, geográficos, entre outros, que alimentam o imaginário da localidade e auxiliam na criação de uma identidade e seu reflexo nos segmentos político-econômico e turístico... (AU)

Influência da radiação ionizante natural no açude do boqueirão (RN): avaliação de risco saúde/ambiente

The contamination of water bodies with toxic substances causes a decrease in water quality, representing a risk to public health. In this context, human activities are generally seen as the main sources of water degradation. However, elements found naturally in the environment can also compromise water quality. Thus, the Boqueirão‘s dam, located in the municipality of Parelhas (RN, Brazil), was chosen as area for the development of this study, as its geological region is rich in the emission of natural ionizing radiation that produces byproducts like lead and Radon. Moreover, the area has a strong human influence that enhances the risks of pollutant discharge in this body of water.Thus, the objectives of this study were centered (i) in the analysis of risk perception in the city of Parelhas (RN/Brasil) due to the use of the water from the Boqueirão Dam; and (ii) in the assessment of water quality in the Dam using methods that quantify, mainly, heavy metals and radiation levels, as well as these toxics potential of inducing mutations on genetic material. The analysis of risk perception showed that the population in the city of Parelhas can perceive a risk in using the water from the dam and that they can recognize factors that influence the water quality. Regarding the second objective, the set of data point to the contamination of the Dam by heavy metals, as well as levels of radioactive parcicles and Radon – also present in high concentrations in outdoor air and on soil. Thus, it is possible to infer that the population residing in this area is subjected to injuries caused by exposure to natural and anthropogenic contamination. Our findings corroborate with the perception of the population regarding the risks associated with the use of the Dam for several types of activities. It is expected that the information gathered in this study can substantiate activities and future researches in this semiarid region in the Rio Grande do Norte/Brazil. Also, that the set of data can enable a better understanding of the specific toxicological scenario of risk found for the population and the effect of the contamination for the biota, which aids the development of a future risk assessment and a consequent management of this local issue.

Acompanhamento do crescimento e desenvolvimento da criança: a participação das mães da área rural

The accompaniment of growth and development is the central thrust of child care in primary health care in order to contribute to the reduction of infant morbidity and mortality and promote healthy development. Despite its importance, the family health unit located in rural Parazinhocounty experiences the problem of frequent absences of children to follow-up consultations. Thus, this study aims to analyze the participation of mothers in the accompaniment of growth and development of children in the Family Health Strategy. This is an exploratory, descriptive study with a qualitative approach with the method action research, developed with mothers who are part of the monitoring of the growth and development of children in the rural area of the municipality of Parazinho/RN from May to October 2014. Data collection was performed using the focus group techniques, participant observation and individual interviews. Data were analyzed using thematic analysis of categorization. The study was approved by the Research Ethics Committee, under the opinion embodied 617,559 and CAAE 28598014.7.0000.5537. In step situation analysis, were conducted two focus groups, attended by a total of 14 mothers of different rural locations. From the speeches, one realizes that they have a satisfactory understanding of the monitoring of the growth and development of the childwas a learning moment. The nurse was mentioned as key professional that actionof accompaniment. The main reason that mothers to abandon consultations is access to health services, due to the distance from their homes to the basic unit, the shortage of public transport for the movement of users and delay between the service and the back home. As a strategy to try to tackle these problems, at the suggestion of their mothers was created Monitoring of Growth and Development Itinerant, where the FHS team moved to rural locations, performing activities related to children's health. Mothers who participated in the action approved the initiative as improving access and care of health needs, despite indicate dissatisfaction as the poor infrastructure and little privacy in consultations. Therefore, it is concluded that, despite the difficulties encountered often for lack of management support and involvement of some professionals, the monitoring of growth and development itinerant proved to be an important tool in solving the problem of access to services oriented to the health of child, in addition to functioning as a space for the realization of health education, becoming, since then, an activity inherent in family health team schedule.

O papel dos quintais urbanos na segurança alimentar, bem estar e conservação da biodiversidade

Residential homegardens have environmental and social roles in the urban environment. These green spaces can potentially minimize the impacts caused by the growth of cities, being an alternative to connect fragmented areas or offer refuge to wildlife and therefore support the conservation of biodiversity. In addition, the homegardens demonstrate a leading role in increasing human well-being by promoting socialization opportunities, contact with nature, local culture as well as improvements in food security for the urban families. Nevertheless, it is still unclear what specific characteristics of homegardens can act effectively in the conservation of the biodiversity, as well as in the construction of food security and well being of the homegardeners and their families. The first chapter of this thesis analyzed the diversity of plant species (native and exotic) and assessed the contribution of different types of urban gardens (ornamental and forest gardens alike) in the presence of wildlife such as birds, monkeys and lizards. In the second chapter we evaluated the contribution of those gardens to the welfare and food security of their owners. In order to do this, 41 gardens were visited in Pium, a southern coastal town in the northeastern Brazil, which also happens to be in a periurban region undergoing rapid urban expansion and pressure from the real estate market. We surveyed the planned biodiversity and fauna associated with homegardens. The data related to food security and welfare were sampled through interviews with the person in charge of taking care of the gardens. These interviews covered issues on the supply of food from the garden and absence of chemical products, as well as aspects of the GNH indicator (Gross National Happiness). The results showed that these homegardens generally contribute little to the maintenance of native plant species (native species = 29/ total = 187). From its main features, the gardens were classified as ornamental, forest gardens and forest farms. These groups had a different effect on the presence of the animals studied and the last two contained most of the sampled native species. The diversity of plants and trees was a good predictor of the presence of birds and monkeys. Thus, the contribution of yards for the conservation of biodiversity depends on the type of garden: some even can have negative effects on conservation. These results can direct new approaches to detailed understanding of gardens and also of public policies applied to urban planning. The results of the second chapter showed that the two types of forest gardens contributed to household food security, for providing food and medicinal herbs, which mostly did not have pesticides and chemical 12 fertilizers. But the three groups of gardens are important components for the well being of their stakeholders. Gardens help promote the transmission of knowledge on agriculture, socialization, contact with nature and bring up feelings related to peace and harmony. Thus, forest gardens can be considered important means to get through public projects and policies designed to encourage biodiversity and promote food security and well-being in urban areas

A evolução do turismo no Seridó: uma análise à luz do modelo de Butler

Tourism is configured as an activity that presents constant movement could boost local development in the economic, sociocultural and human in locations with potential for structuring and such. Because it is a dynamic activity, tourism allows changes in its flow, extending the periods of seasonality. To this end, in view of the aforementioned dynamics, it becomes relevant to the presence of tourism planning, initially starting from the government so that it create laws and standards and develop projects for the management of activities in an orderly way, seeking citizen participation, making essential the presence of actors and agents in local tourism, expanding democracy and knowledge of their place of origin. In this scenario, the Ministry of Tourism is emerging with the National Tourism Plan which incorporates among its actions, the Regionalization Program Guide, adopting a model of regional local management, a participatory manner, through the bodies of governance imposed at the poles, and the shares of public policy in their various departments most responsible for promoting tourism in pole Seridó. This scientific work aims to analyze the pole Seridó, under the theory of tourism area life cycle (TALC) proposed by BUTLER (1980), locating actions for tourism and chronology of the locality applied the proposed process activity. For both the methodology is descriptive and exploratory, qualitative approach, historical, descriptive and narrative level, non-probability sampling, using secondary sources, through documents and other records occurred during the planning processes in the region, in order to have access to information related to the planning process of tourism in Seridó, using as a way to research the data collected the technique of content analysis. As a conclusion of this study it is observed that from the survey in relation to the history of tourism in the region, economic activities of livestock, cotton industry, mining and ceramics industry were responsible for the initiation of tourism in the locality through the flow directed to the same, the insertion of the first hotels and performing traditional events, giving rise to the demand for public policies that aided in directing the activity being, therefore, inserted into the engagement phase, the second phase proposed by BUTLER (1980) model, and the study was terminated with suggestions for the continuation of tourism in the region.

Mudanças na relação entre estado e mercado na produção de habitação de interesse social em Parnamirim-RN

The formulation of public policies, particularly those relating to social housing – SH -, follow a dialectical process of construction, which are involved in the figures of the State and tha Market.The combination of the State and Market remains in constant tension and struggle for power, which provides beyond products (policies, programs and projects), periods of crises and disruptions that can give rise to new institutional arrangements. It is possible to verify a change in the relationship between the State and the Market in the formulation of public policies of SH financing, justified by the context of the Brazilian economy growth, especially after 2003, year that began the first Lula Federal Government , and through the international financial crisis (in 2008). Thus, the State and the Real Estate Market has been undergoing a process of redefinition of their interrelations, articulating new arrangements, new scales of action and new logics of financial valorization of urban space. This peculiarity demanded the rapid thinning of speech and the proposals in the reformulation of housing policies, with the primary result within the pre-existing Growth Acceleration Program – PAC -, the release of My House , My Life – PMCMV -, established by Law 1.977 of the year 2009. Given the above, this research has as study object the relationship between financing public policies of SH, promoted by the State, and behavior of Formal Housing Market. It is believed that the established roles for each agent in the new housing finance model introduced with the PMCMV, have been adapted according to the needs of each location to make this a workable policy. It remains to identify the nature of these adaptations, in other words, what has changed in the performance of each agent involved in this process. Knowing that private capital remains where there is more chance of profit, we tend to believe that most of the adjustments were made on scale of State action. The recommendation of easing urban legislation taken by PMCMV points to how the State has been making these changes in activity to implement the production of social housing by this program. We conclude that in the change for PMCMV, the direct relationship for construction and housing projects financing began to be made between the Caixa Econômica Federal bank and the builders. The city was liberated from the direct interlocutor role between all actors involved in the production of SH and could concentrate on negotiating with the parties, focused on the effectiveness of SH public policies proposed by PMCMV. This ability and willingness for dialogue and negotiation of municipal government (represented by their managers), undoubtedly, represents a key factor for rapprochement between State and Real Estate Market in the City of Parnamirim.

Análise de tendência e caracterização sazonal e interanual da evapotranspiração de referência para o sudoeste da amazônia brasileira: Acre, Brasil

The objective of this research was to investigate monthly climatological, seasonal, annual and interdecadal of the reference evapotranspiration (ETo) in Acre state in order to better understand its spatial and temporal variability and identify possible trends in the region. The study was conducted with data from Rio Branco municipalities, the state capital, Tarauacá and Cruzeiro do Sul considering a 30-year period (1985-2014), from monthly data from weather stations surface of the National Institute of Meteorology. The methodology was held, first, the consistency of meteorological data. Thus, it was made the gap filling in the time series by means of multivariate techniques. Subsequently were performed statistical tests trend (Mann-Kendall) and homogeneity, by Sen's estimator of the magnitude of this trend is estimated, as well as computational algorithms containing parametric and non-parametric tests for two samples to identify from that year the trend has become significant. Finally, analysis of variance technique (ANOVA) was adopted in order to verify whether there were significant differences in average annual evapotranspiration between locations. The indirect method of Penman-Montheith parameterized by FAO was used to calculate the ETo. The results of this work through examination of the descriptive statistics showed that the ETo the annual average was 3.80, 2.92 and 2.86 mm day-1 year, to Rio Branco, Tarauacá and Cruzeiro do Sul, respectively. Featuring quite remarkable seasonal pattern with a minimum in June and a maximum in October, with Rio Branco to town one with the strongest signal (amplitudes) on the other hand, the Southern Cross presented the highest variability among the studied locations. By ANOVA it was found that the average annual statistically different for a significance level of 1% between locations, but the annual average between Cruzeiro do Sul and Tarauacá no statistically significant differences. For the three locations, the 2000s was the one with the highest ETo values associated with warmer waters of the North Atlantic basin and the 80s to lower values, associated with cooler waters of this basin. By analyzing the Mann-kendall and Sen estimator test, there was a trend of increasing the seasonal reference evapotranspiration (fall, winter and spring) on the order of 0.11 mm per decade and that from the years of 1990, 1996 and 2001 became statistically significant to the localities of Cruzeiro do Sul Tarauacá and Rio Branco, respectively. For trend analysis of meteorological parameters was observed positive trend in the 5% level of significance, for average temperature, minimum temperature and solar radiation.

"Aqui se faz Gostoso”: uma etnografia do turismo em São Miguel do Gostoso (RN)

This study it is an ethnography on the process of the tourist coast area of São Miguel do Gostoso, whose origin is made from a village of traditional fishermen located on the northeast coast of Rio Grande do Norte. From the late 90s, there were the first initiatives that transformed São Miguel do Gostoso in one of the state's major tourist destinations. The municipality is promoted within the national and international tourism scene through the sun and beach tourism - whose object of consumption is the natural landscape - and sports tourism - which exploited element is the "natural" geographic location (in the continent curve) of municipality that provides winds considered ideal for the practice of “Kitesurfing “ and Windsurfing. From this context, this ethnography had as a theme the social changes promoted by the tourism process in place here addressed, taking into account the perceptions produced by the actors involved in this social net. In this qualitative research, I endeavored to me in the methodological use of ethnographic techniques - bibliographic and field research, participant observation, open and structured interviews recorded by recording and field notes and photographic record. I also made use of theoretical tools and methodology inherent in ciberetnografia when analyzing the blogs and websites of intermediaries and institutions linked to local tourism.

Sustentabilidade de destinos turísticos em unidades de conservação: o caso da Praia de Jenipabu

Environmental Sustainability is a very important factor for the Tourist Development of the localities, which should be protected and preserved so many other generations goers enjoy the experiences in their paradisiacal landscapes. The objective of the present study is to analyze the sustainability of the tourist destination of Jenipabu Beach, situated in a conservation area on the northern coast of Rio Grande do Norte state, in the city of Extremoz, 20 km from the center of the Capital Natal, being of great state tourist importance for having the most famous Dunes park in the region. There are several regulars and their proper groups in a tourist area, and the differences in these perceptions about the relationship of certain factors occurring on site, can determine how sustainable the same or its sustainability index is. This research used an Ecotourism Sustainability Indicator System (SEIS) to Tsaur, et al (2006), to assist in the verification of this index, in use methods of exploratory and descriptive research, where the data were collected through a questionnaire applied close to 151 attendees divided among residents, traders and visitors, directly by the author in Jenipabu in August and September 2015. The tabulation, analysis and interpretation of data were taken from the assistance of the technical factor analysis of statistics and ONEWAY ANOVA, which conducted by IBM SPSS software STATISTICS 20. The main findings were, identifying 14 relevant sustainability factors, of which 6 coincide with the indicator model used and 8 are new, as well as verification that Jenipabu is a destination with strong economic dependence of the Tourism, with various impacts of this community, which does not recognize the benefits that the Environmental Protection Area (APA) can bring to this and to the locality tourism. In conclusion on differences in perceptions of the regulars that the studied region Beach has low Sustainability and requires the development of various projects and actions for improvement.

O DISCURSO AMBIENTAL JORNALÍSTICO, POLÍTICO E EMPRESARIAL EM ÂMBITO LOCAL: uma proposta de análise

Esta tese tem como tema principal o discurso ambiental local. Trata-se de uma proposta de análise, que pode ser aplicada a este tipo de discurso em qualquer localidade, e um estudo de caso, que aplicou a análise proposta na tese. O objetivo geral desta pesquisa foi analisar a informação local sobre meio ambiente veiculada por meio dos discursos jornalístico, político e empresarial, estabelecendo relações históricas, sociais e ideológicas do discurso ambiental que permeiam as três áreas em questão. A metodologia incluiu três fases: pesquisa bibliográfica e revisão de literatura sobre os principais conceitos levantados no trabalho; levantamento de discursos locais disponíveis na mídia para análise no estudo de caso; análise dos discursos a partir de protocolo elaborado com base na Análise do Discurso de linha francesa. O estudo de caso traz a análise do discurso ambiental no município de Frutal-MG, onde hoje estão em andamento várias pesquisas e projetos na área ambiental. A principal conclusão do trabalho confirma a hipótese da pesquisa de que a informação ambiental fruto dos discursos político, jornalístico e empresarial em âmbito local tem caráter predominantemente situacional, mercadológico e propagandístico, pouco focada em conscientizar e educar e com ênfase em interesses comerciais e eleitorais e na resolução de problemas emergenciais

A COMUNICAÇÃO E A MEMÓRIA DO PEQUENO LAVRADOR DO MUNICÍPIO DE RIBEIRÃO GRANDE NO ESTADO DE SÃO PAULO SÃO BERNARDO DO CAMPO 2016

Estudo do processo comunicacional e o registro de fragmentos de memória do pequeno agricultor na localidade de Ribeirão Grande, região do Vale do Paranapanema, Estado de São Paulo. Esta pesquisa tem como objetivos mostrar a realidade do pequeno agricultor; investigar sobre os processos comunicacionais que influenciam na preservação dos valores ou na perda deles, conhecer a opinião dos pequenos agricultores e moradores do município de Ribeirão Grande no Estado de São Paulo, sobre sua realidade, sua comunicação, seu modelo de vida e de produção, entender como se produz a comunicação no dia a dia do pequeno agricultor, e se há uma relação de proximidade com o jornal regional, sobre a existência ou não de um meio de comunicação que trabalhe os sentimentos de pertencimento e os interesses da ―comunidade‖. A metodologia deste trabalho incorpora a pesquisa bibliográfica, pesquisa documental e o estudo do caso de um jornal regional local, além de entrevistas semiestruturadas com os lavradores. Conclui-se que o pequeno lavrador e seu estilo de vida na região tratada não possui perscpectiva de futuro, imersos nas circunstancias que se encontram. Palavras-

COMUNICAÇÃO COMUNITÁRIA E DIREITO À MORADIA: A experiência de mobilização do movimento de moradia com a Rádio Z FM na Área do Chafik em Mauá-SP

Estudo das condições para que os meios de comunicação comunitária venham a contribuir com a participação e organização dos movimentos populares. Os objetivos são analisar as relações entre as rádios comunitárias e o direito à moradia e compreender as implicações no desenvolvimento de processos político-comunicacionais subsidiados por uma metodologia de ação dialógica na produção de conteúdos realizados por agentes do movimento de moradia. A abordagem dialética é fundamentada principalmente no pensamento de Paulo Freire. As técnicas de pesquisa são a bibliográfica, a documental e a pesquisa-ação, a qual se desenvolveu junto à Associação para o Desenvolvimento Habitacional do Brasil – ADEHAB que atua na região conhecida como Área do Chafik, no Jardim Zaíra, em Mauá- SP, em parceria com a Rádio Comunitária Z FM, situada na mesma localidade. Concluise que a criação de novos fluxos comunicacionais comunitários incidem no fortalecimento do movimento popular e da rádio comunitária e os principais condicionantes para este processo reside na disposição dos movimentos populares em se apropriar dos espaços comunicativos reinventando sua práxis.

Marketing de localidades: uma abordagem ampliada sobre o desenvolvimento da cidade ou região

Muito poucas localidades buscam seu desenvolvimento através de um sério planejamento estratégico voltado para o mercado. Estamos falando de Marketing, a atividade que tem por fi nalidade administrar processos de troca, visando sempre maximizar a satisfação das partes envolvidas. Na realidade, a essência da questão do desenvolvimento de uma localidade reside em gerenciar bem um processo de troca entre a cidade ou região e seus diversos públicos ou mercados-alvo. Essa troca é, em tudo e por tudo, comparável ao que acontece, por exemplo, com as empresas que trocam os benefícios que seus produtos ou serviços possam oferecer a um determinado segmento de mercado, pela remuneração decorrente da venda do mesmo. Neste ensaio objetiva-se apresentar um modelo desenvolvido pelos autores a partir de uma revisão bibliográfi ca, no qual se identifi cam os diferentes públicos-alvo que devem ser considerados no Planejamento de Marketing aplicado a uma localidade e o contexto da aplicação de Marketing às localidades. A revisão da literatura possibilita uma interessante discussão conceitual acerca dessa aplicação de Marketing, inclusive abordando os cuidados para sua implementação.

Identidade de lugar e disposição para empreender

A presente pesquisa tem como objetivo verificar a disposição de estudantes universitários para empreender no local em que residem. Trata-se de um survey realizado com estudantes de três instituições de ensino superior localizadas na Zona Leste do Município de São Paulo (SP). Para obtenção dos dados procedeu-se à seleção de uma amostra por acessibilidade constituída por 423 estudantes de diferentes cursos, tanto de bacharelado quanto de graduação tecnológica. A maioria dos estudantes indicou maior disposição para empreender no próprio bairro em que moram. Verificou-se a existência de correlação positiva entre a preferência por trabalhar por contra própria e a disposição para empreender no próprio bairro em que moram. Não se verificou, no entanto, relação significativa entre o nível de identificação com o bairro e a disposição para empreender nessa localidade. Conclui-se que os estudantes tem maior disposição para empreender no local em que residem em virtude do conhecimento que já tem desse local, ou do temor em abrir seu negócio em local menos conhecido.

Arranjos Produtivos no setor agrícola como estratégia de desenvolvimento gradual de regiões periféricas: Um estudo de caso em Belém do Pará, na região norte do Brasil

Este artigo discute os arranjos produtivos locais em atividades relacionadas ao setor de produção agrícola como uma estratégia de desenvolvimento econômico local e de inclusão social. Trata-se de uma pesquisa qualitativa, baseada na aplicação de três trabalhos documentais desenvolvidos no Programa de Mestrado da Universidade de Taubaté, SP. Os resultados indicaram que a aplicação do conceito de arranjo produtivo no setor primário é uma prática em exercício na região estudada, e pode proporcionar desenvolvimento naquela localidade, inserindo o pequeno e médio produtor no círculo virtuoso do desenvolvimento regional. O estudo indica a necessidade de ampliar o acesso às fontes de financiamento e de formação de mão de- obra qualificada. É também necessário, em parceria com o poder público, criar mecanismos de redução da distância entre o produtor rural e o mercado consumidor, reduzindo os conflitos típicos da visão centro-periferia.