{"id":8176,"date":"2020-10-08T14:26:38","date_gmt":"2020-10-08T17:26:38","guid":{"rendered":"https:\/\/www.observatorioturismo.mg.gov.br\/?p=8176"},"modified":"2020-10-09T08:37:02","modified_gmt":"2020-10-09T11:37:02","slug":"marketing-do-festival-de-inverno-de-ouro-preto-e-mariana-uma-analise-das-edicoes","status":"publish","type":"post","link":"https:\/\/www.observatorioturismo.mg.gov.br\/?p=8176","title":{"rendered":"Marketing do Festival de Inverno de Ouro Preto e Mariana: uma an\u00e1lise das edi\u00e7\u00f5es"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8176\" class=\"elementor elementor-8176\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7d7d4ed elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7d7d4ed\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5c6b36c\" data-id=\"5c6b36c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-729de6a elementor-widget elementor-widget-spacer\" data-id=\"729de6a\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cb0f2bc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cb0f2bc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5226f3d\" data-id=\"5226f3d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-36a6a35 elementor-widget elementor-widget-image-box\" data-id=\"36a6a35\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Marketing do Festival de Inverno de Ouro Preto e Mariana: uma an\u00e1lise das edi\u00e7\u00f5es <\/h3><p class=\"elementor-image-box-description\">Thais Cristina Vicente, Carolina Lescura, Marcos Eduardo Carvalho Gon\u00e7alves Knupp<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-af1408a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"af1408a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-28423b7\" data-id=\"28423b7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1989333 elementor-widget elementor-widget-text-editor\" data-id=\"1989333\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span>O estudo apresentado tem como tema principal o marketing e suas implica\u00e7\u00f5es no planejamento e a organiza\u00e7\u00e3o de eventos. Partiu-se da hip\u00f3tese que uma poss\u00edvel falha do marketing de eventos resultou em baixa participa\u00e7\u00e3o do p\u00fablico-alvo em algumas atividades do Festival de Inverno de Ouro Preto e Mariana 2018 e 2019. Considerando que o marketing \u00e9 complexo e envolve in\u00fameras fun\u00e7\u00f5es organizacionais, ressalta-se que neste artigo o foco da investiga\u00e7\u00e3o ser\u00e1 as estrat\u00e9gias de promo\u00e7\u00e3o de um evento. Portanto, o objetivo geral desta pesquisa \u00e9 compreender as estrat\u00e9gias de marketing (promo\u00e7\u00e3o) adotadas no Festival de Inverno de Ouro Preto e Mariana nas edi\u00e7\u00f5es de 2018 e 2019. Desse modo, desenvolveu-se uma pesquisa de cunho descritivo-explorat\u00f3rio, adotando a abordagem qualitativa. Utilizou-se da an\u00e1lise documental, consulta em dados secund\u00e1rios, e tamb\u00e9m da aplica\u00e7\u00e3o de um roteiro de entrevista semiestruturado com atores chave na organiza\u00e7\u00e3o das edi\u00e7\u00f5es de 2018 e 2019. Durante a avalia\u00e7\u00e3o dos resultados da pesquisa, evidenciou-se que diversos elementos podem contribuir para o planejamento de um evento da natureza e complexidade dos festivais culturais, principalmente quando sua realiza\u00e7\u00e3o se d\u00e1 por uma institui\u00e7\u00e3o p\u00fablica de ensino superior, implicando no cronograma estabelecido, no alinhamento entre as equipes e, sobretudo, nos investimentos para o marketing do evento que, na sua falta, ocasiona no n\u00e3o atingimento de parte do seu p\u00fablico-alvo.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-28a2823 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"28a2823\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3e021dd\" data-id=\"3e021dd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b746d52 elementor-widget elementor-widget-image\" data-id=\"b746d52\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/natal.uern.br\/periodicos\/index.php\/RTEP\/article\/view\/2168%20\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.observatorioturismo.mg.gov.br\/wp-content\/uploads\/elementor\/thumbs\/leia-mais-pvs5nhaxhsgrem4uwa9rsf0cpp3s2xli00l6zri5bo.png\" title=\"leia mais\" alt=\"leia mais\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Acesse aqui o estudo completo<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Marketing do Festival de Inverno de Ouro Preto e Mariana: uma an\u00e1lise das edi\u00e7\u00f5es Thais Cristina Vicente, Carolina Lescura, Marcos [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6762,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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