Country brand in tourism: impact of the new Brazil's brand in the country's image on the international scenario

• Grant number: 20/05083-5
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: October 01, 2020
• End date: September 30, 2021
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: Beatriz Agostinho Machado
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

Currently, due to globalization, countries are, increasingly, concerned about its image in the international scenario. Based on that, marketing has been operating not only in promoting companies but also countries. In this sense, this project aims to understand the impact on tourism of the change Brazil's brand, in mid-2019, and of the recent events, such as Brazil's position on the world stage, considering that is one of the nations most affected by the pandemic generated by COVID-19, in 2020. For this, the methodology will be based on interviews with specialists, such as tourism researchers and reputed professionals in countries' images in the international scenario, as well as representatives of Embratur. From this, it is expected that it is possible to update the studies on the national branding and, mainly, about its restructuring process, since there is a lack of studies in the area in Brazil and the world. Furthermore, it is intended to map the potential consequences of contemporary events in the tourists' attraction to the country. (AU)