Marketing and Communication Strategies in the Face of Media Influence During Image Crisis in Tourist Destinations

the case of Ouro Preto and the Dam Breaks

Resumo

This study addresses the marketing and communication strategies adopted by the public authorities of Ouro Preto in response to adverse news resulting from mining dam collapses in the region, and how these strategies influence the formation of the tourist destination's imagery. Ouro Preto is a historically and culturally significant tourist destination of international relevance, with tourism playing a crucial role in the local economy. Events such as the mining dam collapses in the region prompt reflections on crisis management and the media's influence on shaping the destination's image. The objectives include understanding the marketing and communication strategies employed by the public authorities of Ouro Preto in the face of adverse news, as well as the media's influence on the formation of the tourist destination's imagery. The study is qualitative in nature and is based on a literature review, analysis of interviews with representatives from both public authorities and the private sector, as well as an analysis of the main headlines disseminated by the media. The results analyze the marketing strategies adopted by the Ouro Preto municipal government and the main news headlines associated with the city's name, providing insights into how destinations face and respond to crisis situations, while also contributing to a broader understanding of decision-making processes and visitor perception.