A importância da imagem para o turismo: o caso de Jaguarão/RS

Abstract

This paper analyzes the image of Jaguarão-RS city, from two perspectives tourists and local community in order to provide reflections about the importance of developing a positive tourist image for a strategic plan. To achieve the objectives of this research, a data collection was conducted through a free elicitation. This methodology intends to identify the respondents’ perceptions in a practical and objective way, without external influence. This study allows to identify the participants’ impressions about Jaguarão’s touristic image. It is understood that a positive tourist image may increase the flow of visitors in the city. Also, this paper was developed through bibliographic research to support the subject topic, and qualitative methodology to collect and analyze the data in order to recognize the local tourist image. Based on the collected data it was possible to identify some important elements about the city’s current image. Consequently, these analyzes can be basis for a strategic tourism plan for Jaguarão.