Reflections on the past and the present followed by propositions for the future of Rio de Janeiro are part of the routine of every carioca, native or at heart, especially those dedicated to the uncontrollable art of defending this wonderful city. With this book, Patrícia Reis, a native carioca, reveals us much more than the difference of concepts and references that form the identity of a destination brand, proposing us a model of construction and management that goes far beyond design. From this perspective, brand becomes an articulating element of the relationships that are established between people and place, the dream of consumption of every professional involved with the city soul.
With great respect for the concept of globality, international case studies and conclusions by renowned international authors lead us to think globally and act locally. Resulting from an immense research work, its content reinforces the need for transformative management of product attractions [...]