Nation branding e posicionamento turístico internacional da marca-país Brasil

• Ano de defesa: 2026
• Autor(a) principal: Silva, Mirelle Pereira da
• Orientador(a): Ferreira, Lissa Valéria Fernandes
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Programa de Pós-Graduação: PROGRAMA DE PÓS-GRADUAÇÃO EM TURISMO
• País: BR
• Palavras-chave em Português: Turismo; Nation branding; Marca-país; Representação diplomática; Brasil
• Link de acesso: https://repositorio.ufrn.br/handle/123456789/69181

In the contemporary global scenario, competition between countries to attract tourists, investments, and international recognition has intensified, driving the adoption of strategies focused on managing national image and reputation. In this context, nation branding is consolidating itself as a relevant concept in the field of international relations, especially in the areas of public diplomacy and tourism. This study aimed to analyze the perception and actions of Brazilian diplomatic representatives in projecting the image and positioning of the country brand as a competitive tourist destination abroad. Methodologically, the research adopted a qualitative approach, of an exploratory and descriptive nature, based on a literature review and semi-structured interviews with seven Brazilian diplomatic actors. The empirical data were analyzed using Content Analysis, according to the method proposed by Bardin. The research outlined, through eleven analytical categories, the performance of Brazilian nation branding through national public diplomacy. The results showed that the study of the geopolitics of tourism faces some resistance, where the perception of tourism as an "instrument" is more widely accepted than the perception of it as a "thriving attribute" in contemporary Brazilian international relations. Furthermore, diplomatic action in nation branding proved to be predominantly indirect and conditioned by internal structural factors, ranging from governance, institutional coordination, and continuity of public policies between governments, to issues related to public security, budget, air connectivity, and infrastructure. The relevance of nation branding for national tourism was also noted, although contingent on the resolution of these structural factors. It was concluded that the "Brazil" country brand is undoubtedly a vast territory of untapped potential, but it is primarily subject to the success of internal policies. Strengthening the "Brazil" tourism brand depends on multiple and coordinated efforts through the integration of all actors involved in building Brazil's image abroad.