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The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market

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  • Fabiana Gondim Mariutti
  • Janaina de Moura Engracia Giraldi
  • Edson Crescitelli

Abstract

The aim of this paper is to evaluate the image of Brazil as a tourism destination as perceived by travel agents and tourism experts in the United States. The research was qualitative and exploratory, consisting of a literature review followed by an empirical investigation using in-depth interviews with travel agents and tourism experts located in the cities of New York, Miami, Orlando, and Atlanta. The findings reveal that images of Brazil have been converging in terms of diversity and ambiguity. It is important to review the negative and positive aspects cited in this study to minimize the negative elements and highlight the positive or attractive elements.

Suggested Citation

  • Fabiana Gondim Mariutti & Janaina de Moura Engracia Giraldi & Edson Crescitelli, 2013. "The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 4(1), pages 13-22, January.
    • Handle: RePEc:jfr:ijba11:v:4:y:2013:i:1:p:13-22
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    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/2253/1247
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    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/2253
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    References listed on IDEAS

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    1. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
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    Cited by:

    1. Fabiana Gondim Mariutti & Vivian Iara Strehlau & John James Loomis & Eliana Herrero, 2024. "When place brand and place logo matches: VRIO applied to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 335-349, September.
    2. Beena Salim Saji & Mohit Vij & Sajal Kabiraj, 2015. "Selection of Tourism Destination as a Representation of Human Values," Business Perspectives and Research, , vol. 3(2), pages 95-108, July.
    3. Jean Max Tavares & Nuno Carlos Leitão, 2017. "The determinants of international tourism demand for Brazil," Tourism Economics, , vol. 23(4), pages 834-845, June.

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