SLM para viver: uma proposta de marketing turístico para a cidade de São Lourenço da Mata / PE

Abstract

The city of São Lourenço da Mata, in Pernambuco, has underutilized cultural and natural attractions with little visibility among its residents. The problem investigated is the lack of an effective promotion plan to enhance these attractions and encourage local community participation in tourism. This study aims to propose a promotion plan for the tourist attractions of São Lourenço da Mata, focusing on strategies to highlight the municipality's tourist assets and emphasize the importance of residents' involvement in structuring the destination. The methodology adopted includes exploratory and documentary research, complemented by a survey conducted through questionnaires with local residents. The results indicate a low visitation rate to the Matriz Church of Nossa Senhora da Luz, listed as a historical and cultural heritage site of Pernambuco, and the Festa de Agosto, recognized as intangible heritage, as well as other attractions. These findings highlight the need for greater integration between the community and local tourist assets.