Processo de análise hierárquica para definição do melhor destino turístico de Pernambuco

Abstract

Tourism is an important tool for the socioeconomic development of a community, as it promotes the creation of jobs, income, professional qualification, attracts investments in infrastructure and tax collection. In Pernambuco, the activity is gathered on the coastal zone of the state due to the importance of the Sun and Beach tourist segment, which results in the clustering of a large part of tourist flows, in addition to larger investments by the public and private sectors in the region. Therefore, tourism must be planned and executed in a decentralized way, with a focus on promoting regional growth, from the coast to the countryside of the state. For this purpose, this work aims to analyze and rank the criteria that best represents the demands of tourists in choosing a good tourist destination. In this sense, a survey was carried out in order to understand the expectations, motivations and the profile of tourists and, based on the results, the main criteria to be analyzed by experts in the field through the "Analytic Hierarchy Process" - AHP method, which helps in decision making based on mathematical logic. The results of the AHP matrices chose the three most important criteria, used for the comparative analysis of the 35 municipalities disclosed as the main tourist destinations in the state at the “Bora Pernambucar” advertising campaign. Of these, 3 destinations had the best score in the matrix calculations, bringing together the following characteristics: offer of exciting activities, such as adventure tourism, great diversity of natural and cultural attractions and digital marketing actions in their publicizing and commercialization. The final matrix projected the best tourist destination in Pernambuco and its main attributions, which can help in planning promotion strategies for this and other destinations included in tourist routes throughout the state.