Marketing de lugares como promotor do desenvolvimento territorial: análise nas empresas vitícolas e vitivinícolas da região da campanha gaúcha

Abstract

The place marketing has been a strategy adopted by governments, aiming to improve the attractiveness of certain spaces, if using the disclosure of images that portray their peculiarities, attracting tourists, investors and interested parties. However, the place marketing strategies can also be developed by private companies, which in promoting their products portray territorial elements, creating added value to space, increasing attractiveness and encouraging territorial development. The purpose of this study is to analyze how the marketing actions developed by wine and winemaking companies in the Region of the Campanha Gaúcha have contributed to the creation of place marketing and territorial development. Therefore, the study is delimited by the analysis of the companies that make up the Association of Campanha Wines, is characterized by the qualitative approach, method of case study and has as an instrument of data collection the interview, the documentary survey and the observation not participant. Seventeen interviews were carried out, ten of them with the managers or responsibles of the wine and winemaking sectors of the Region of the Campanha Gaúcha and seven with development agents, who were nominated by the representatives of wine/winemakers as representative for the development of the territory and the wine sector. Data were collected between August 7 and November 9, 2017. The data were treated using the content analysis technique, generating thematic categories from patterns that emerged from similar contents between the interviews, documents and observations. grouped into categories without prior determination. The results demonstrate that the marketing actions carried out by the viticulture and wine industries contribute to the marketing of the territory, transmitting through its publicity and product labels, artifacts and elements that refer to the terroir of the Region of the Campanha Gaúcha. In general, companies still contribute by carrying out or participating in actions and events in the territory, attracting the attention of tourists, investors and interested parties to the region. Despite the positive aspects, the interaction of wine and wine companies with the public, private and public agents of the Region of the Campanha Gáucha needs to be strengthened, which will contribute to the planning and execution of strategic actions for the promotion and visibility of the territory. The marketing actions developed by the companies have also helped in the valorization of the brand of the territory, mainly in what concerns the dissemination of images, cultural and historical elements that relate the tradition and regional valorization with the wines and sparkling wines, contributing for the recognition of the brand Region of the Campanha Gaúcha and construction of its image. All these actions have promoted tourism attraction, appreciation of the regional culture and its relationship with grapes and wine, the preservation of the environment and the creation of projects that have caused the generation of employment, income, increase in tax collection and education focused on winemaking, boosting territorial development. Finally, it can be seen that wine and wine companies have contributed to increase the visibility and prosperity of the Region of the Campanha Gaúcha, through its actions and communication strategies, contributing to the valorization and place marketing.