THE CONTRIBUTIONS OF THE MOUNTAIN EVENT OF THE ROSA BEACH FOR THE STRENGTHENING OF THE MARK OF THE ROSA BEACH - IMBITUBA / SC
Abstract
The places thought as marks refer to the positioning of countries, cities or destinations and their respective strategies of valorization. These place marks can be built organically or through allusive strategic planning. This article aims to present the role of the Mountain Do Praia do Rosa sporting event in the strengthening the brand of the Praia do Rosa - Imbituba / SC, based on the impacts that the event brings to the place. Characterized as a case study, the data collection of this research was composed by a questionnaire with 850 athletes participating in the event, a questionnaire with 32 tourism ventures in the lodging and food segment, as well as an interview with managers of four companies in the tourism sector and the manager of the company organizing the event. Tourism has contributed to the economic and social development of Praia do Rosa and the indicators in several segments of the production chain demonstrate the positive impact of Mountain Do on the economy of the locality. As the only major event to occur in the off-season, visitor movement locks establishments strengthening the region's economy and generating temporary functional occupations. Besides the financial and social benefits to the city, the accomplishment of the sporting event associates Praia do Rosa with the practice of healthy activities. This composition of the brand identity of the place and the respective perceived image characterize and strengthen the brand 'Praia do Rosa'.
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