Aproveitar o turismo de Astaná para construir uma reputação de “cidade de marca”
DOI:
https://doi.org/10.35588/cb84nm08Palavras-chave:
desenvolvimento urbano, branding, marketing de cidade, turismo, logoResumo
O objetivo deste estudo é analizar o potencial de Astana, Cazaquistão, para se convertir numa “cidade marca” e promover el turismo e o desenvolvimento econômico. Realizou-se uma enquete entre 500 residentes das cinco regiões econômicas de Cazaquistão para avaliar as percepções sobre as características turísticas de Astaná em comparação com outras cidades. Os dados foram analizados mediante métodos de análise SWOT e PESR. Os resultados mostram que Astaná tem vantagens como sua condição de capital nova e moderna, sua rica história, sua ubicação geográfica, seu desenvolvimento turístico e sua locação ao longo da histórica Ruta da Seda. As desventagens incluem seu duro clima desértico e sua paisagem plana. Em base à investigação, são feitas recomendações para a marca e a promoção de Astaná mediante a criação de un logotipo e slogan da cidade, um sítio web, campanhas publicitárias, rutas turísticas e eventos para ressaltar suas atrações únicas. Conclui-se que o governo local e as partes interessadas precisam um enfoque sistemático de longo prazo para qualificar Astaná como um destino turístico atrativo e um centro econômico.
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