MARKETING, TECHNOLOGY AND PLANNING AS COMPETITIVE DIFFERENTIALS TO LEVERAGE DARK TOURISM AND THE LOCAL AND REGIONAL DEVELOPMENT

Abstract

Competitiveness, new management and information technologies and high seasonality and market evolution, especially in the tourism sector, influenced marketing strategies making them an important tool for planning local and regional development. This article, resulting from studies and research developed by the ESADI Research Group - Sectorial Studies in Administration, Development and Innovation, aims to show how a Marketing plan can leverage the development of the tourism sector, especially in places that fit the concept of Dark Tourism. In this sense, it is about knowing the behavior of the consumer and obtaining information necessary for the preparation of a Marketing plan in order to boost local and regional tourism. To the methodological aspects, it is a theoretical framework whose results identify the advantages of operating tourism management based on a plan that contemplates the attraction and prospecting of clients based on five strategic actions: i) creation of a brand; ii) consolidation of the symbolic image of Sepé Tiarajú; iii) implementation of the missions application (APP); iv) Creation of the missions itinerary; and v) intensification of the structure of the sound and light show. The research points out the indications contained in an action plan, whose purpose provides a set of possible benefits for the tourist development of the Archaeological Site of São Miguel Arcanjo in the city of São Miguel das Missões/RS/Brazil inserted in the context of the Seven Peoples of the Missions.