2. Marketing Communication Tools and Cultural Tourism in the Northeast of Brazil: the ‘forró pé de serra’ of Salvador/BA

Rodrigo Ladeira,Tatiane Nunes Viana De Almeida,Maria Teresa Grimaldi Larocca

doi:10.29149/mtr.v2i2.4557

Abstract

The aim of this study is to discover how forró artists/bands in Salvador-BA, who work with forró pé de serra - considered the original rhythm and form in which execution of the music is based on the accordion, zabumba and triangle - use marketing communication tools to disseminate their work, reach their target audience and exert an influence on the cultural tourism market. The article presents the cultural tourism market in the northeast, forró, concepts of cultural production and marketing (communication and advertising) to set against the participants’ insights. This research, an exploratory and qualitative multiple case study, interviewed three artists/bands for this purpose. As a result, the range of marketing communication used by the actors of this research and their influence on the cultural tourism market was observed. Different uses were identified on account of their management styles. Bands which have greater knowledge and use of marketing and communication tools had a wider audience and higher profits in the groups studied. Furthermore, this research helps to reveal how forró production in Salvador-BA operates.

Highlights

Cultural activity and tourism are important generators of employment and income, which promote the arts and preserve cities’ artistic and cultural heritage
The ways of using marketing communication tools to manage the career of artists who work with forró pé de serra in the Salvador-BA market, reaching their target audience and the influence which it exerts on the cultural tourism market are the topics of investigation of this study
The aim of this study is to discover how artists who work with forró pé de serra in Salvador-BA use marketing communication to disseminate their work in order to meet new market demands, such as increasing popularity with younger audiences

Summary

Introduction

Cultural activity and tourism are important generators of employment and income, which promote the arts and preserve cities’ artistic and cultural heritage. According to the Ministry of Culture (2015), UN studies indicate that “cultural economy is responsible for more than 7% of world GDP”, showing the importance of this market. In Brazil, this segment “has contributed 2.84% to the composition of national GDP” (Ministry of Culture, 2015). The diversity and pluralism of its cultural heritage weave a broad and diverse musical scenario resulting from hybrid ethnicities, the African diaspora, religious syncretism, erudite and popular cultural expressions and the creation of cultural groups. It is this diversity that will structure the market which focuses on consuming cultural products, with music being the main product. With its wide range of tools, is widely used to promote the consumption of cultural products in local and regional markets

Objectives

Methods

Results