R E V I S T A D A E S P M –
MAIO
/
JUNHO
DE
2006
Abs
tracts
ENGLISH
SÃO PAULOUNDERGOES
A PERSONALITYCHANGE
ORLANDODESOUZA
pAgE34
After many successful decades
as the national business capital,
by being host tomajor events,
such as meetings and conventions,
São Paulo now directs its
marketing tools to the
enchantment of its more than
9million visitors per year.
The São Paulo Convention &
Visitors Bureau expects that a
strategy based on attraction,
training, communication and control
– in partnershipwith other business
& tourist institutions – will succeed
inmobilizing the population to
feel interest and even pride to
arise support for the city as a
tourist destination.
ROCINHA:TOURISM IN LATIN-
AMERICA’S BIGGEST FAVELA
BIANCA FREIREMEDEIROS
pAgE40
TV andMovies have discovered,
for some time, the favelas of Rio as
cenarios for their productions, albeit
with less emphasis in crime and
drug trafficking. However, bona fide
tourism is an established business
inmany of these urban areas, in Rio
and other cities of LatinAmerica,
and have inspired similar initiatives
in other big cities of the world.
This type of tourist activities is part
of a world phenomenon, which
may be studied in the light of
mobilizingmarketing and
merchandising techniques for ample
themes, such as places, peoples and
cultures in a global context. Instead
of generating feelings of fear and
rejection, territories whichwere
formerly seen as just poor and
segregated become international
tourist attractions and are actually
valued as such. The author shows
how Rocinha, the biggest favela of
Rio, gained sophisticated
commercial activities, not only
selling souvenirs, but also building
and recuperating urban spaces for
tourist purposes.
MILEAGEAND FIDELITY:WHAT
ISTHEDIFFERENCE?
PAULOSALVADOR
pAgE48
Themanymileage programs created
by the airline companies in the 70s
popularized the concept of fidelity.
Thirty years hence, earningmiles
became such a routine – and using
them an ordeal – that themodel
no longer generates fidelity but is a
source of dissatisfaction. However,
these companies are in possession
of a true treasure chest: a databank
of 100million customers yearning
for somethingmore than a couple of
hundred – or thousand –miles...
Fidelitymeans an advanced stage in
client relationship, where everything
should tick like a Swisswatch. Every
moment of contact with the brand is a
valuablemoment of truth, and the sum
of positive experiences should lead
to complete satisfaction. A rewards’
program could be an important part of
a fidelity system, but on its own, it may
result in activation and sales, but not
in satisfaction/fidelity. A faithful client
will stand for the company and for the
brand. An “active” client just thinks:
what’s in it forme?
GASTRONOMYANDTOURISM:
DANGEROUS RELATIONS
CARLOSALBERTODÓRIA
pAgE56
This text intends to emphasize that,
with the renewedflowof
investments in food and lodging, it
is high time to review and analyze
the always contradictory relationship
between gastronomy and tourism
(speciallyhotels), since the focus of of-
ficial investments tends always to favor
airports, highways, andother structural
tasks.After examining some
meaningful historical references (Swiss
hotels and French cuisine), the author
suggests some guidelines for the
development of gastronomy inBrazil.
LEISURE,TOURISM, AND
GASTRONOMY INTHE LUXURY
MARKET.WELCOMEABOARD
.
ISMAELROCHA, FERNAN-
DAPORTUGALGOUVÊA,
STEPHANDUAILIBI YOUNES
pAgE68
It is easy to understandwhy the
luxurymarket attracts the
144
I
A D A E S P M –
MARÇO
/
ABRIL
DE
2008
