Destination branding e gestão pública do turismo: proposição de uma agenda estratégica para Corumbá no Mato Grosso do Sul (MS)

Abstract

In a highly competitive scenario among tourist destinations, tourism promotion becomes essential to differentiate between locations and tourist experiences that are memorable, transformative, and unique to the destination. This requires public tourism management to act as a territory management tool, guided by sustainable development and using strategic branding that identifies and communicates the uniqueness of a location. Therefore, this study seeks to answer how scientific evidence on destination branding can inform a strategic and innovative agenda for the positioning of public tourism management and regional development in Corumbá (MS). This research is exploratory, descriptive, and qualitative, conducted through a systematic organization of scientific literature and the use of textual analysis techniques to identify the state of scientific knowledge on destination branding and tourism. The main results reveal a transition from traditional marketing to the human-to-human (H2H) model, based on pillars of empathy, trust, and authenticity. The textual analysis identified the axes of value, gestalt, and strategy as key terms for destination branding. The research proposes a strategic agenda that guides the public management of Corumbá to act as coordinator of a multisectoral network, integrating the sustainability of the destination with the co-creation of memorable experiences.