Tourism Marketing In Coastal and Maritime Destinations: An Anthropological Approach to the Case of Ria Formosa Lagoon
Adalberto Dias de Carvalho, Maria Gabriela GuimarĂ£es1&Cristiana Oliveira

This paper aims to highlight the results of an analysis on the strategies used by marketing for tourism promotion as well as the media impact on the Ria Formosa natural park, an island located in Algarve, in southern Portugal. It seeks to understand which representations are induced in the potential customers of a directly targeted tourist market. To this end, it will be used the conclusions of some scientific studies on the geographical and physical reality of this territory as well as the content of the messages intentionally and directly spread by marketing along with the news diffused by the media. Here we particularly reflect on the prevailing ecological concerns, considering their interference in the construction of messages and images diffused in correlation with the measures taken on the ground. To this end, an anthropological conceptual approach is privileged through which one questions and seeks to clarify assumptions, including those ofan ideological and ethical nature that tend to be assumed as evident and thus not susceptible to critical questioning in terms of their connotation by common sense.

Full Text: PDF     DOI: 10.15640/jthm.v9n1a4