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Artículo Year: 2014 Vol.: 12 No.: 2 pp.: 369-382 Language: Portugués

A importância dos folhetos e brochuras na construção da imagem de um destino turístico. Estudo comparativo de três casos: Vila do Conde, Póvoa de Varzim e Esposende

 

This paper aims to discuss the importance that the intentional use of stereotyped representations, concerning places and their inhabitants, have in the text of the folders. From this perspective, a systematic survey of those representations has been made in a sample of the folders and brochures edited in three northern coastal Portuguese towns: Vila do Conde, Póvoa de Varzim and Esposende. The conclusion was drawn that what underlies the construction of this type of documents is the behaviourist principle according to which a neutral stimulus, when associated with a pleasant, positive stimulus, immediately becomes an also positive stimulus. This means that the choice of the tourist destination may be mainly caused by the image built by those small printed objects, once the tourist appropriation of the topological and anthropological
stereotypes favours the creation of a narrative and argumentative frame which is thoroughly understandable for the approach by the promotional agents to the potential consumers of their products.

 

ISSN: 1695-7121
Author details:

 

Instituto Universitário da Maia ‑ ISMAI e investigador principal do CEDTUR – Centro de Estudos de Desenvolvimento Turístico /ISMAI. E-mail: mdtojal@sapo.pt

 

Title in English: The importance of folders and brochures in the construction of the image of a tourist destination. Comparative study of three cases: Vila do Conde, Póvoa de Varzim and Esposende

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