Análise do marketing turístico da cidade de Santa Cruz/RN a partir da nova marca turística do município: desafios e possibilidades.

Abstract

This paper presents an analysis of the tourism marketing of the city of Santa Cruz/RN, focusing on the new tourism brand launched by the municipality. The study explores the challenges and possibilities that this new visual identity and communication strategy bring to local tourism development. A tourism brand emerges as a catalyst for innovation and attracting new flows of visitors, boosting economic and social development. The main objective of this research was to analyze how this new visual and communication identity is being promoted, identifying its strategies, strengths, weaknesses, opportunities and threats through the application of the SWOT Matrix. Using a qualitative and descriptive approach, the research evaluated the information and communication disseminated on digital platforms, including Instagram, the website, digital folder and other media used to promote the city's tourism. The detailed analysis of the online presence of the new tourism brand revealed the growing relevance of these digital platforms for the promotion of destinations and the construction of a positive and accessible image to different audiences. Through the SWOT Matrix, it was possible to obtain a critical view of how the new brand has been promoted and perceived online. The results indicate that social networks play a crucial role in the visibility and promotion of the tourism brand of Santa Cruz/RN. However, the study also points to the need to implement continuous improvements in order to maximize its reach and impact on the tourism scene.