Resumo

ARDIGO, Carlos Marcelo; CAETANO, Leticia  e  DAMO, Lílian Paula. RELIGIOUS TOURISM AND THE PROCESS OF MARKETING COMMUNICATION: A STUDY OF THE SANCTUARY OF SANTA PAULINA IN NOVA TRENTO - SC. Tur., Visão e Ação [online]. 2016, vol.18, n.2, pp.353-377. ISSN 1983-7151.  http://dx.doi.org/10.14210/rtva.v18n2.p353-377.

marketing communication plays a crucial role in inferring the image that tourists and potential tourists have of a particular destination. This study therefore analyzes the process of marketing communication among visitors to the Sanctuary of Santa Paulina, located in Nova Trento, in the state of Santa Catarina. The research describes the profile of the advertiser and the target audience, identified through messages transmitted, and evaluates the impacts caused by the communication of religious tourism on the target audience. This is a descriptive exploratory study, which uses qualitative and quantitative approaches, using the triple procedure, including in-depth interviews, observation and the survey method. In the case of this latter procedure, a nonprobablistic sample consisting of 162 observations was used. The results showed that there is a gap between how moderate level communication is sent or received. If it is adapted, it can be made more accurate and clearer, becoming more unified and strengthened.

Palavras-chave : communication process; Marketing Communications; Religious tourism.

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