A imagem da gestão de imagem: conceitos e preconceitos sobre marketing e comunicação no turismo

Abstract

The present work intents to stimulate reflection over concepts and prejudices found in the processes of destinations’ image construction and managing, as part of Tourism strategic planning, specially concerning the fields of Marketing and Communication ”“ codependent, but never totally coincident areas. Definitions, techniques, visions and managing styles are often taken for granted, despite the possibility of being based on paradigms which the original areas, in fact, had already outreached. From a very brief review of great authors’ recognized works on Tourism, Philosophy, and Marketing, we will analyze some points where divergent views might have crystalized, in order to overstep them, forwarding to a new and productive convergence, in a relation of mutual support.