Plano de comunicação de marketing e revitalização para o Espaço Pasárgada

Abstract

The present work had as objective the elaboration of a proposal of diffusion and revitalization of the Espaço Pasárgada, seeking to intensify its visitation. As for the methodology, qualitative and quantitative methods are used as a procedure in the analysis of the data performed. Through an applied research, there were data collections through documents, interview and questionnaire application. The theoretical bases address the issues related to tourism, cultural heritage, museum, strategic planning and marketing communication, basic elements in development this study. In the beginning were field research to diagnose the marketing strategies used to attract the Pasárgada target audience. Next, the problems of disclosure in the museum house were identified, as well as the main features and differentials, outlining the profile of the potential target audience and their interests and verified as actions and marketing activities used in the Espaço Pasárgada. The main results are the audience of the advertising campaign, the internet as the main means to promote life and the physical adaptation of the museum house to make cultural equipment inclusive. Therefore, it is necessary a planning of media actions, partnership with the tourist project of Recife, changes in schedule and prices, addition of staff, proposal of facade and project of accessibility for visitors. Based on this, it is sought to explain how the strategies of marketing and revitalization in the Espaço Pasárgada.