THE TOURISM MARKETING AND THE REPOSITIONING THE IMAGE OF BRAZIL IN THE WORLD: AN ANALYSIS OF THE AQUARELA PLAN OF EMBRATUR

Abstract

This paper analyzes the Aquarela Plan of Tourism Marketing of the Brazilian Tourism Institute (Embratur) under the Ministry of Tourism of Brazil. The methodology used was the analysis of discursive practices, in which images, texts and speech are understood as parts of a discursive order (Foucault, 2008) that has a practical effect. The techniques used for data collection were: in-depth interviews and document analysis of the marketing plan and advertising pieces. The research problem is identifying whether the tourism marketing has been contributing to repositioning of Brazil's image in the world. It is argued that EMBRATUR was one responsible parties in the consolidation of an image of Brazil as an exotic and erotic place (Gomes, 2009). Currently, the Brazilian state seeking to build another image (Reis, 2010). The findings show that Brazil no longer wants to portrayed exotic-erotic country. The country intends to become an emerging power, a modern country, but with its peculiarities, with his Brazilianness. This is the discourse that prevails in the Aquarela Plan and in the Brazil Brand. It was possible to notice that the tourism marketing is working on repositioning the image of Brazil in the world.