Planejamento estratégico no turismo: explorando o potencial da identidade cultural da banana para o desenvolvimento turístico de Bananeiras/PB.

Abstract

Tourism is an essential activity for Bananeiras/PB, with cultural identity serving as a strategic differentiator for local development. This paper analyzes the potential of the banana culture in this context, applying the SWOT matrix as an evaluation tool. The research adopted a quantitative and qualitative approach, with interviews conducted with entrepreneurs and residents involved in the region's tourism sector. The data collection revealed perceptions about the strengths, weaknesses, opportunities, and threats related to tourism from the perspective of three groups of subjects: entrepreneurs, residents, and banana producers/sellers. Among the points identified, the importance of the banana stands out as a cultural symbol, capable of driving the local economy and promoting tourism sustainability. The research provided strategic insights for tourism planning, aimed at enhancing local identity and strengthening sustainable tourism in Bananeiras/PB. The results demonstrate that promoting banana culture has the potential to contribute to the city's economic growth and cultural preservation."