CONSTRUÇÃO DA IMAGEM TURÍSTICA DE FORTALEZA/CEARÁ
Abstract
Inscrita em política de consolidação da atividade turística no Ceará, a valorização das zonas de praia indica novo parâmetro de desenvolvimento que se nutre da variável bipolar do marketing turístico : 1. publicidade visando atrair recursos e fluxos e, 2. propaganda política da elite local. Este viés analítico será explorado no presente artigo, demonstrando como, a partir da constituição do novo imaginário social nordestino, lançam-se elementos delineadores da construção da imagem turística de Fortaleza/Ceará pelo governo local.
RÉSUMÉ
Inscrite dans une politique de consolidation de l’activité touristique au Ceará, la mise em valeur des zones de plage indique nouveau parametre de developpement qui se nourit de la variable bipolaire du marketing touristique : 1. publicité cherchant attiré des ressources et des flux et, 2. propagande politique de l’élite locale. Cette approche analitique sera explicité dans cet article, mettant em evidence comme, atraves de la constitution du nouveau imaginaire social du Nord-Est bresilien, l’image touristique de Fortaleza est construite par le gouvernement local.
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