Os processos de turistificação das tradições e festividades da Rua São João/SE

Abstract

Touristification is a process that can occur in different ways, depending on the marketing purpose of tourism. With Rua São João, in the city of Aracaju, this process began with a religious celebration, then absorbed festive traditions until it became the focus of interest of public authorities in using its history and importance during the June festivities as a tourist attraction. Thus, to reflect on this reality, the present study aims to analyze the processes of touristification that the street has undergone, considering its adaptations to enhance the festivities, the improvements and benefits of public policies promoted in the locality, as well as the perceptions of residents, merchants, and tourists. Through the perspective of its tourist importance, this research analyzes how a small religious celebration in a simple community at the end of the 19th century, later formalized in 1910, unintentionally developed into a secular festivity of significant importance to the culture of Sergipe. And today it is used to promote tourism in the state with the "Segundona do Turista" project. The research was of a mixedmethods (qualitative and quantitative) type. To this end, an exploratory and descriptive study was conducted, in addition to the use of bibliographic, documentary, and field research. Research techniques included interviews, photographic records, questionnaires, and nonparticipant observation. Furthermore, life history was used as a methodological instrument. The study identified that the participants of the "Segundona do Turista" are mostly from nearby cities in northeastern and southeastern states, composed of well-paid adults and young adults with good professional qualifications, who enjoyed the festivities and would recommend them to other tourists. This demonstrates that the event's purpose is positive, despite being little publicized. In addition, residents and visitors have another leisure option in the city at the beginning of the week, strengthening affective memory and preserving the out-of-season June festivities identity of Rua São João.