Requalificação turística e reposicionamento de destinos: perspectivas para o Morro do Imperador em Juiz de Fora (MG)

Abstract

The requalification of tourist destinations is a strategic tool for urban revitalization, enhancement of cultural heritage, and strengthening tourism competitiveness. Juiz de Fora (MG) presents a unique historical trajectory, having been recognized as the “Manchester Mineira” in the 19th century due to its industrial development, and as the “Princess of Minas” in the 20th century because of its cultural, architectural, and political relevance. In the 21st century, facing changes in urban tourism and visitor behavior, the need arises to reposition the city through tourism requalification strategies, particularly through the revitalization of strategic attractions such as Morro do Imperador. This project aims to analyze the theoretical framework applied to the requalification proposal of Morro do Imperador through a tourist transport system, in light of the concepts of Marketing 6.0.The methodology is based on bibliographic research, including classical and contemporary authors in tourism, urban planning, tourist mobility, and marketing.