Comportamento de consumo no destino Aracaju

Abstract

This study investigates the consumption behavior of tourists and visitors to the destination of Aracaju, capital of the state of Sergipe, with the aim of analyzing tourist consumption behavior, which is influenced by various factors, such as the search for authentic experiences, the appreciation of local culture and the need for comfort and leisure. The methodology used was a qualitative-quantitative approach, with a descriptive approach based on a single case study. A questionnaire divided into blocks of questions was developed for data collection. As a result, it was observed that the profile of tourists visiting Aracaju is focused on cultural and natural attractions, as well as the demographic issue being one of the defining factors. However, the destination must take great care with marketing, creating strategies, using the 4P's (product, price, place and promotion) that it offers as tools to better value the destination, as well as paying attention to the brand, making it solid.