Maranhão's Brand Transformation: Insights into a Tourist Destination Rebranding

Abstract

This article aimed to examine the rebranding experience of the official tourism brand in a developing destination. The study employed a qualitative approach, utilizing in-depth interviews with both the state tourism manager and the professional responsible for the new brand developing. Additionally, extensive documentary analysis was conducted. Data analysis was performed using a content analysis technique, following a mixed-grid thematic framework. Initially, a priori category "brand creation", were established,  Additional categories were developed a posteriori, emerging directly from the data. The results indicate that the creation process, even within a rebranding context, is significantly influenced by federal and local political directives. Key challenges identified in this process include a lack of financial resources and resistance from the technical tourism management team. Primary actions focus on fostering a sense of connection with market players, such as tour operators and agencies, with less emphasis on the final consumer.