MARKETING NO TURISMO RURAL: UMA REVISÃO SISTEMÁTICA SOBRE A APLICABILIDADE DE ESTRATÉGIAS
DOI:
https://doi.org/10.56238/rcsv16n6-002Palavras-chave:
Turismo Rural, Revisão Sistemática de Literatura, Estratégias de Marketing, Segmentação de MarketingResumo
O turismo rural tem ganhado cada vez mais destaque como alternativa sustentável, pois em grande parte dos casos promove o desenvolvimento econômico e a preservação das áreas rurais, além de ser uma forma de diversificação para as propriedades rurais, de forma que a maximização do seu potencial pode ocorrer por meio da aplicação eficaz das estratégias de marketing. Esta revisão sistemática de literatura teve como objetivo compreender a relação entre as estratégias de marketing e ações on farm, e foi realizada por meio da seleção de artigos científicos nas bases de dados Scopus, SciELO e Web of Science. A análise dos estudos selecionados revelou as principais estratégias direcionadas para o turismo rural, além da possibilidade de intersecção entre duas estratégias distintas, além de ter sido possível compreender a raiz do foco de cada estratégia. Em síntese, a RSL apresenta diferentes estratégias de marketing que podem ser aplicadas ao turismo rural, porém é necessário que a aplicação das estratégias seja planejada e direcionada para atender às características específicas de cada propriedade.
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