Revista da ESPM - MAR-ABR_2008

R E V I S T A D A E S P M – MAIO / JUNHO DE 2006 Abs tracts ENGLISH SÃO PAULO UNDERGOES A PERSONALITY CHANGE ORLANDO DE SOUZA pAgE 34 After many successful decades as the national business capital, by being host to major events, such as meetings and conventions, São Paulo now directs its marketing tools to the enchantment of its more than 9 million visitors per year. The São Paulo Convention & Visitors Bureau expects that a strategy based on attraction, training, communication and control – in partnership with other business & tourist institutions – will succeed in mobilizing the population to feel interest and even pride to arise support for the city as a tourist destination. ROCINHA: TOURISM IN LATIN- AMERICA’S BIGGEST FAVELA BIANCA FREIRE MEDEIROS pAgE 40 TV and Movies have discovered, for some time, the favelas of Rio as cenarios for their productions, albeit with less emphasis in crime and drug trafficking. However, bona fide tourism is an established business in many of these urban areas, in Rio and other cities of Latin America, and have inspired similar initiatives in other big cities of the world. This type of tourist activities is part of a world phenomenon, which may be studied in the light of mobilizing marketing and merchandising techniques for ample themes, such as places, peoples and cultures in a global context. Instead of generating feelings of fear and rejection, territories which were formerly seen as just poor and segregated become international tourist attractions and are actually valued as such. The author shows how Rocinha, the biggest favela of Rio, gained sophisticated commercial activities, not only selling souvenirs, but also building and recuperating urban spaces for tourist purposes. MILEAGE AND FIDELITY: WHAT IS THE DIFFERENCE? PAULO SALVADOR pAgE 48 The many mileage programs created by the airline companies in the 70s popularized the concept of fidelity. Thirty years hence, earning miles became such a routine – and using them an ordeal – that the model no longer generates fidelity but is a source of dissatisfaction. However, these companies are in possession of a true treasure chest: a databank of 100 million customers yearning for something more than a couple of hundred – or thousand – miles... Fidelity means an advanced stage in client relationship, where everything should tick like a Swiss watch. Every moment of contact with the brand is a valuable moment of truth, and the sum of positive experiences should lead to complete satisfaction. A rewards’ program could be an important part of a fidelity system, but on its own, it may result in activation and sales, but not in satisfaction/fidelity. A faithful client will stand for the company and for the brand. An “active” client just thinks: what’s in it for me? GASTRONOMY AND TOURISM: DANGEROUS RELATIONS CARLOS ALBERTO DÓRIA pAgE 56 This text intends to emphasize that, with the renewed flow of investments in food and lodging, it is high time to review and analyze the always contradictory relationship between gastronomy and tourism (specially hotels), since the focus of of- ficial investments tends always to favor airports, highways, and other structural tasks. After examining some meaningful historical references (Swiss hotels and French cuisine), the author suggests some guidelines for the development of gastronomy in Brazil. LEISURE, TOURISM, AND GASTRONOMY IN THE LUXURY MARKET. WELCOME ABOARD . ISMAEL ROCHA, FERNAN- DA PORTUGAL GOUVÊA, STEPHAN DUAILIBI YOUNES pAgE 68 It is easy to understand why the luxury market attracts the 144 I A D A E S P M – MARÇO / ABRIL DE 2008