SciELO - Scientific Electronic Library Online

vol.19 issue2Identifying Perceived Endogenous Barriers to Tourism Development: A Comparative Case in the Chilean Central CoastTourism and Memory: Theoretical - Methodological Insights on the Space for Memory of the City of Buenos Aires , Argentina author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand




  • Have no cited articlesCited by SciELO

Related links

  • Have no similar articlesSimilars in SciELO


Estudios y perspectivas en turismo

On-line version ISSN 1851-1732


AIRES BARROSO, Gabriela  and  NICOLAU MOTA, Keila Cristina. International Tourism Marketing: the case of the Brazil brand. Estud. perspect. tur. [online]. 2010, vol.19, n.2, pp.241-267. ISSN 1851-1732.

Tourism is a source of foreign currency, a catalyst investment, and a means of local development. If it is well-managed it may change people's lives for the better, because it may increase formal employment, draw entrepreneur's and politics' attention in order to increase people's quality of life and education, certainly propelled by communications and marketing activities not only in national extent but also international. Within the context of global competitiveness, it has been really hard to have a differential. Therefore, brands arise as an essential artificial to promote places that their symbols represent. In this article there have been selected themes such as tourism marketing and branding, and it focuses on observing the importance of creating and managing those brands, trying to understand how Brazil brand was planned and developed, created within a plan called Watercolour Plan, in order to be projected to international market. The main goal was to comprehend and analyze benefits of the Brazil International Tourism Marketing of Watercolour Plan, especially the country brand developed, considering its position and, specifically, its results concerning the changes of international tourist flow in the country between 2004 and 2008, long after the creation and advertisement of Brazil brand in foreign countries. The methodology adopted was a case study of Brazil brand through Watercolour plan and its position taken in the international tourism market, through a bibliographical and documentary research. We intended to show that a brand for a country is the reflection of its region it represents. We may say that our goals have been achieved, confirming the hypotheses that our actions based on the Watercolour Plan received positive answers concerning international tourism and Brazil's position in important markets as study case graphics and tables show.

Keywords : Tourism marketing; Brazil brand; Watercolour Plan; International tourism marketing.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )


Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License