Do criativo à cidade: plano de marketing para o Centro de Atendimento ao Turista do Pátio de São Pedro em Recife

Abstract

In a historical and cultural location like Recife, the existence of support centers for tourists and residents is crucial in order to guide and present the tourist possibilities offered in the city. Therefore, this Course Completion Paper proposes a Marketing Plan for the Tourist Attendance Center (CAT Criativo), located in Pátio de São Pedro, Center of Recife. Theoretical research was based on studies carried out by authors in the tourism field, such as Barreto (2014), Beni (2001), Gastal and Moesch (2007), Kotler and Armstrong (2023), among others. Having a bibliographic nature, a quantitative-qualitative approach was used with an online questionnaire to obtain the visitor's profile, whether they were a tourist or a resident, in addition to their vision in relation to the Tourist Attendance Center and tourism in the city. The results revealed failures in communication with visitors, leading to the creation of strategies to enable the presence of CAT in Recife's city tourist scene.