The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market

Fabiana Gondim Mariutti, Janaina de Moura Engracia Giraldi, Edson Crescitelli


The aim of this paper is to evaluate the image of Brazil as a tourism destination as perceived by travel agents and tourism experts in the United States. The research was qualitative and exploratory, consisting of a literature review followed by an empirical investigation using in-depth interviews with travel agents and tourism experts located in the cities of New York, Miami, Orlando, and Atlanta. The findings reveal that images of Brazil have been converging in terms of diversity and ambiguity. It is important to review the negative and positive aspects cited in this study to minimize the negative elements and highlight the positive or attractive elements.

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International Journal of Business Administration
ISSN 1923-4007(Print) ISSN 1923-4015(Online)


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