出版社：Centro de Investigaciones y Estudios Turísticos
摘要：El turismo es una actividad que provee ingresos, atrae inversiones, genera desarrollo local y puede mejorar la calidad de vida de una población a través del empleo y la educación. Pero frente a la competitividad mundial que acosa a los países es muy difícil diferenciarse; y es así que las marcas surgen como un artificio esencial para promover los lugares. Este artículo relaciona temas como marketing turístico y branding, y estudia la planificación, creación, gestión y desarrollo de la Marca Brasil. La misma fue creada por el Plan Aquarela para ser difundida en los mercados internacionales. El objetivo general fue analizar los beneficios del Plan Aquarela de Marketing Turístico Internacional de Brasil; especialmente los resultados relacionados a los cambios en el flujo turístico internacional hacia Brasil entre 2004 y 2008, después de la difusión de la Marca Brasil en el exterior. Se trabajó con un estudio de caso de la Marca Brasil (Plan Aquarela) y se estudió el posicionamiento que asumió Brasil en el mercado turístico internacional a través del análisis bibliográfico y documental. Se puede decir que el Plan Aquarela obtuvo respuestas positivas como lo muestran las figuras que se presentan.
其他摘要：Tourism is a source of foreign currency, a catalyst investment, and a means of local development. If it is well-managed it may change people's lives for the better, because it may increase formal employment, draw entrepreneur's and politics' attention in order to increase people's quality of life and education, certainly propelled by communications and marketing activities not only in national extent but also international. Within the context of global competitiveness, it has been really hard to have a differential. Therefore, brands arise as an essential artificial to promote places that their symbols represent. In this article there have been selected themes such as tourism marketing and branding, and it focuses on observing the importance of creating and managing those brands, trying to understand how Brazil brand was planned and developed, created within a plan called Watercolour Plan, in order to be projected to international market. The main goal was to comprehend and analyze benefits of the Brazil International Tourism Marketing of Watercolour Plan, especially the country brand developed, considering its position and, specifically, its results concerning the changes of international tourist flow in the country between 2004 and 2008, long after the creation and advertisement of Brazil brand in foreign countries. The methodology adopted was a case study of Brazil brand through Watercolour plan and its position taken in the international tourism market, through a bibliographical and documentary research. We intended to show that a brand for a country is the reflection of its region it represents. We may say that our goals have been achieved, confirming the hypotheses that our actions based on the Watercolour Plan received positive answers concerning international tourism and Brazil's position in important markets as study case graphics and tables show.
关键词：Marketing turístico; Marca Brasil; Plan Aquarela; Mercado internacional de turismo
其他关键词：Tourism marketing; Brazil brand; Watercolour Plan; International tourism marketing.
