TOURISM IN THE HISTORIC CENTER OF FLORIANÓPOLIS (SC): A STUDY CONDUCTED ON FACEBOOK FROM THE PERSPECTIVE OF THE 4 AS OF BENCHMARKING

ABSTRACT:

The aim of this study was to analyze the marketing windows of tourism companies that advertise the historic center of Florianópolis (SC) as a tourist attraction, on Facebook, using the methodology of the 4 As (accessibility, attraction, animation and action) matrix of the English Benchmarking Model, and the Iramuteq computer program for the data analysis. The hypothesis formulated was confirmed. The marketing windows present data that reflect the 4 As matrix, with the information being advertised in the form of Tourist Routes that associate the cultural tourist attractions of the Historic Center with other cultural and natural tourist attractions, such as landscapes and beaches. It is important to highlight the importance of advertising the means of land transport, and the periods it is available. It is hoped that the results of this study will contribute to the elaboration/qualification of marketing windows of tourism companies that advertise the historic centers of cities, creating movements to promote new public policies in favor of the preservation/conservation of cultural heritage and with the development of cultural tourism, and creating opportunities for income growth for public and private entities and residents.

KEYWORDS:
Marketing showcases; Facebook; Florianópolis Historic Center (SC); 4 As of Benchmarking