Brazil - Analysis of a Destination - Case Study Example

Name: ID Number Username Assignment 3: Analysis of a Destination: Brazil Analysis of a Destination: Brazil Map of Brazil (Source: http://www.worldatlas.com/webimage/countrys/samerica/lgcolor/brcolor.htm) Introduction Brazil is a country that is shaped in a large way by its geography and culture. This country in South America has a stretches over 8,547,404 kilometres (Dixon 2006). Brazil is a leading tourist attraction due to its natural, cultural, religious and historical heritages. This project aims at providing an analysis of Brazil as a tourist destination, explore how Brazilian tourism is has developed and how tourism has impacted the Brazilian society. It identifies the natural and cultural aspects that attract tourists to Brazil as well as factors that motivate tourism in the industry. It will reveal how tourists are hosted in Brazil including their transportation, accommodation and merchandise they buy from the country. In addition, the project identifies the attractions that pull as well as the reasons that make people respond to the attractions. Further, the project discusses how tourism is promoted in the country and the ways in which tourism have impacted the Brazilian society. Features of the Natural Environment One of the strongest feature of the natural environment that makes Brazil a desired tourist destination is the Brazilian Amazon which combines several natural features that form a single geo-destination. The Amazon basin contains the longest of the rivers of the world which flows through the Amazon rainforest, the largest rain forest (Cousteau, 2008). The Amazon rainforest is considered one of the largest region of rainforest in the world. The rainforest is home to diverse animals and plants: it is believed that there are over 3000 species of fish, 250 species of mammals and more than 1000 bird’s species (www.brazil.org)Although the Amazon rainforest is distributed across 9 countries, 60 percent is within Brazil (Divino & McAleer 2009). Some of the rare species found in the Amazon forest include vampire bats, wild piranha, anacondas, jaguars and Black Caimans among others. The white sand beaches in Brazil (especially the Copacabana beach) is another feature of the natural environment which forms a major tourist attraction. One of the most famous beaches in the world is the Copacabana. The view from the beach portrays the Sugar Loaf Mountain and the beach also has the Army Historical Museum. The beach runs across 4 kilometers and there are bars and restaurants locates along the beach. Copacabana beach (Source: http://www.rio.com/practical-rio/copacabana-beach) Several sports take place at the beach and the government has developed many sporting activities on the beach. There are several gyms, football and volleyball courts. In addition, there is also a promenade where people are allowed to jog, run, and cycle (Waintraub & Celes 2012). Brazilian Society Brazil is a multicultural society where different groups of people are found. In fact, it is among the top largest multi-racial societies in the world (Andrews 1996). There are people of mixed races, migrants from countries such as Asia, Middle East and Europe, people of the African ancestry, people from Portuguese ancestry and Amerindians. The fusion of these cultures have left the Brazil society one which is rich in culture. Since Brazil was colonized by the Portuguese, most aspects of its culture comes from the culture of Portugal. Some of these aspects include the language, architectural styles as well as the religion. However, these aspects of culture as well as others have also been influenced by European, African and Indigenous American cultures. Portuguese is the Brazil’s official language and it forms one of the strongest part of national identity. In addition, a host of other minority languages are spoken in the country including Ameridian languages, German and Italian. The fusion of cultures in Brazil have also influenced food whereby cooking styles are influenced by the Portuguese, African and other cultures. Brazil has a diverse economy; it has a thriving agricultural sector, manufacturing and industry sectors as well as raw materials production. It is the largest coffee exporting country in the world and produces other agricultural produce like corn, sugar and soybeans for export. This means that a large number of people in the rural agricultural areas earn their living from working in farms and in plantations. Football is also a major cultural indicator in Brazil. Football in Brazil is seen as an element of art and culture. Consequently, the country has large stadiums and was able to host the 2014 World Cup. In addition, the country has won many World Cups. Apart from the sporting facilities, football as a way of life is evident in the way the people, both men and women, are involved in the sport. Beach football is also an indicator of football as a way of life in Brazil. Catholicism is the main religion in Brazil which influences most of the events that take place in the country; most of the festivals in Brazil are centred on the catholic religion. It is believed that Brazil has the largest numbers of Catholics in the world and Catholic is the official religion of the country (Brazil.org). Christ the Redeemer statue which is situation in Corcovado hill in Rio de Janeiro is one of the most obvious ways in which one notices the religion of Brazil’s people. Another defining feature of the Brazilian society is the differences in social classes which has permeated every aspect of the society (Communicaid 2009). Social classes define where people live, how they live and the kind of economic activities they engage in. The gap between the rich and the poor continue to widen and divide the Brazilian society. Racial discrimination is blamed for this phenomenon. Schwartcz (n.d) say that discrimination occurs in every day basis especially in private. However, he notes that he notes that it is hidden in most formal spaces and outlawed in some instances. Housing and living standards in Brazil also emphasis this kind of social inequality and has resulted in the rise of favelas in Brazil. According to Frisch (2012), favelas are localized communities living in urban areas with poor housing conditions. He notes that the most distinguishing features of a favela are the poor living conditions of the people, poverty, crime and other social problems like violence. The growth of favelas in Brazil has resulted in favela or slum tourism for instance in Rocinha in Rio de Janeiro (Frisch 2012). History and Heritage Heritage mans the remains of the past that are passed from one generation to the next one in the society. To understand the heritage of a destination, tourists visit art galleries, museums, historical monuments and other places that tell the story of a destination’s heritage. According to the United Nations Educational, Scientific and Cultural Organization (UNESCO) (2014), Brazil has 18 sites listed in the World Heritage List for their universal value to culture. Among the cultural sources that tourists can learn about Brazil include; the historic centre of Olinda, carioca landscapes in Rio de Janeiro, the Sanctuary of Born Jesus do Congonhas and Central Amazon conservation complex among others (UNESCO, 2014). With many heritage sites, tourists are able to learn more about Brazilian heritage by visiting these sites. The historic town of Ouro Preto (Black Gold) is another place that shows the heritage of Brazil. The city was founded in the 17th century and was the centre of the gold rush. Although the gold rush ended in the 19th century there are many footmarks that tell of mining history of Brazil; historic colonial houses, the architecture and paintings among others. Rio de Janeiro is another Brazilian city that tells of the country heritage. The city, also called the Marvellous City (Cidade Maravilhosa) is recognisable by the Christ the Redeemer statue – considered the largest art decoration art in the world (UNESCO 2015, Online). The city of Rio is also recognisable by it large sand beaches. This city has four cultural and four national heritages listed by United Nations list of world heritage sites. Tourist can visit the Corcovado Mountain, the Tijuca National Park and the Copacabana beach to learn about the natural and cultural heritage of Brazil. This city tells the history and culture of the Brazilian people especially culture of outdoor living. History of Tourism in Brazil The country was colonised by the Portuguese who arrived around the 1500s attracted by sugar cane production of the country. The country later discovered gold in the 1600s which led to more people immigrating in Brazil. Between 1956 and 1961, Brazil experienced increased economic growth through the leadership of President Juscelino Kubitschek (hoteltravel.com). This encouraged the growth of tourism in the country. In addition, the government of Brazil has taken efforts to sell Brazil to the world as a tourist destination. This is because, despite having many tourist attractions, the tourism in the country had not grown. Two of the most visited destinations within Brazil are Sao Paulo and Rio de Janeiro. The Amazon River and Amazon forest, the beaches have provided the biggest appeals for tourism growth. The Amazon regions have been particular interest areas for eco-tourism while the favelas in the urban areas have given rise to slum tourism. Motivation Factors for Tourism Motivation for tourism refers to the desires, needs and wants that tourists have that make them choose to visit they visit (Lau 2006, p. 3). It is not easy to know with certainty the motivations people have when visiting a place. This is because, as Dann (1981, p.189) says, needs, wants and desires are internal factors and it may be difficult to know why people do the things they do or even choose different kinds of holidays. That notwithstanding, it has been possible to find out what motivations tourists have by looking at how they behave at a destination. One of the greatest motivation that tourists have to visit Brazil is what Ryan (1997, p. 28) theorises; that people visit other places because of the desire to learn and satisfy their curiosity. Most people are curious to see how Brazil is like, especially the natural features like the Amazon River, the Amazon forest and the many animal and plant species found in the country. In Frisch’s (2012, p. 337) study, he found out that tourists visit the Brazilian Favelas driven by the desire to know other people who have lifestyles and cultures different from theirs. They are motivated to see the people who live in the favelas and interpret the place as the place of the ‘other’. This motivation corresponds with what McKean (1989, p. 183) says; that people travel because they want to know ‘others’, that is, people belonging to other cultures. Cohen (1979, p. 189) says that people travel to other places in order to satisfy a desire in them to experience authenticity and to find meaning in their own lives. This theory explains one of the motivation that people visit Brazil especially the beaches. ‘Push factors’ According to Weaver and Lawton (2006, p. 470), ‘push’ factors refer to social, demographic, economic, political and technological factors that encourage a demand for tourism activity by ‘pushing’ tourists from their normal places of residence. Terrero (2014, p. 13) says that most people who visit Brazil are from Europe although there are local tourists. People from the European countries have freedom of travelling to other countries and well established tourism industry that helps them plan and book for holiday destinations. In addition, most people are well-off economically because most European economies are advanced. Therefore, they are able to afford the cost of travel and the cost of going on holiday. Europe has advanced technology and with internet connection, people are able to view different tourists’ attractions as well as book accommodation, tour guide, travel etc. online (Lau 2006, p. 3). ‘Pull’ Factors Weaver and Lawton (2006, p. 468) define ‘pull’ factors as those “forces that stimulate a tourism product by ‘pulling’ consumers towards particular destination”. Factors like the tourist attractions in a destination, the climate, affordability and the tourism industry and its services are all part of ‘pull’ factors. Brazilian tourists come from Europe. One of the ‘pull’ factors that attract tourists to Brazil is the fact that most of the attractions are converged in one place for instance in the Amazon, tourists can choose different activities since the Amazon River and the Amazon forest are in close proximity to each other. Another ‘pull’ factor is the cultural diversity of the Brazilian people as well as the cultural heritage of the people. The beauty of the Samba dances as well as the artistic festivals held in Brazil engage tourists’ attention. In addition, Brazil is politically stable whose government support the tourism industry. Merchandise for Tourists Most tourists buy objects at tourist destinations to remind themselves of the countries they visited when they return home. From Brazil, tourists can buy leather goods, earrings, artwork, souvenirs and flip-flops (havaianas) (virtualtourist.com, n.d.) Impacts of Tourism on Brazil Tourism has many impacts in a society which can be both positive and negative. In Brazil, tourism has had economic, cultural and environmental impacts. According to Farias et al (2009, p. 279) the economic performance of tourism has been seven percent per year. Schussel and Schussel (2012, p. 1) say that tourism has led to an annual increase in GDP of 6.6%. They say that the increase in economy has led to an increase in population in the cities because people are able to find work. This is because of the multiplier effect where businesses crop up to serve the needs of the tourists especially in the tourism industry. In addition, in a bid to promote tourism the government has developed infrastructure. However, tourism also has negative effects in that the benefits of tourism do not trickle down to the local people. For instance in Frisch (2012, p. 330) the people in the Brazilian favelas are not involved in planning Favela tourism and do not get benefits from the tourists. Tourism has changed the social-cultural aspects of the society. Most urban societies in Brazil are modern since most people copy the western way of life (food, clothing, speaking etc.). Terrero (2014, p.4) say that the negative impacts of tourism in Brazil include displacement of the indigenous, the emergence of cultural clashes, loss of identity and values and child prostitution. The environment has also suffered because of the pressure of tourism; beaches are polluted and there has been pollution of the water bodies due to tourism activities. Some animals prefer to stay in the wild without interference and their lives have changed because of their conservation in man-made places like parks where humans disturb them. Accommodation and Transport Tourists in Brazil can be accommodated in hotels around the country ranging from 5-star to 1-star hotels. Five-star hotels are luxurious and expensive and one-star hotels simply provide a room and shower. The amount of money a tourist pays per room depends on whether it is a ‘high’ or ‘low season’ which is influenced by the time of the year one visits. Transportation is by air, intercity buses, taxis (cubs), subways and car rentals (brazil-help.com, n.d). Gastronomic Experiences Typically, there are three meals served in hotels in Brazil; breakfast, lunch and supper. Most restaurants offer food by weight and one pays according to the weight (brazil-help.com, n.d). Tourists are treated to both local and foreign cuisines. Tourists like the barbeque meat restaurants and many of the restaurants have Spanish, English and Portuguese menus. Promotion According to Weaver and Lawton (2010, p. 201), promotion is a way of marketing a tourism product. Therefore, promotion gives a positive image of a destination or product through appealing to market values, attitudes, needs and tastes. Brazil uses the internet to provide information on major attractions in the country and why people should visit the country. Websites provide information about Brazil and the many tourists attractions. In addition, it uses the media and brochures to provide information on its tourism industry. The promotion create Brazil as a desired holiday getaway destination. Pictures showing the architecture in city of Rio de Janeiro (especially the Christ the Redeemer statue) and the life at the Copacabana beach are used to create the appeal. Interpretation Interpretation means getting information about attractions of a destination from posters, tour guides and magazines among others. One of the examples how this information is gained is through postcards. A post card depicting the Christ the Redeemer statue shows the religious attraction and heritage of the people of Brazil. It is also a representation of the city of Rio de Janeiro. A sunny day postcard alludes to the idea that sunshine is connected with good mood. According to Neto (2014, Online) such a post card invites people to visit Brazil to experience sunny days and happiness. Another post card depicting Brazilian slippers and coconut water drink from a green coconut gives the impression of beach gear or an invitation to visit Brazilian beaches. Brazilian beach gear postcard (Source: http://www.unique-southamerica-travel-experience.com/brazil-tourist-visa.html) Conclusion Brazil is a promising tourist destination since it offers a host of experiences for cultural, nature, water and sports tourists. The tourism industry has a great future if tourism is well exploited. References Map of Brazil: http://www.worldatlas.com/webimage/countrys/samerica/lgcolor/brcolor.htm Andrews, GR 1996, ‘Brazilian racial democracy, 1900-90: an American counterpoint’, Journal of Contemporary History, vol. 31, No. 3, pp. 483-507. Brazil-help.com n.d., ‘Brazillian travel tips and information, Retrieved June 1, 2015. http://www.brazil-help.com/brazil_travel_tips.htm Communicaid 2009, ‘Doing business in Brazil, Brazilian social and business culture’ Retrieved on May 28, 2015. http://static1.1.sqspcdn.com/static/f/474455/13812193/1314120327783/Doing+Business+in+Brazil-Overview.pdf Cohen, E 1979, ‘A phenomenology of tourist experiences’, Sociology, vol. 13, no. 2, pp. 180-201. Cousteau, Jean-Michel 2008, ‘Jean-Michel Cousteau ocean adventures: return to the Amazon KQED Public Broadcasting and Ocean Futures Society. Dann, GMS 1981, ‘Tourist motivation: an appraisal, Annals of Tourism Research, vol. VIII, no. 2, pp. 187-219. Divino, JA & McAleer M 2009, ‘Modelling sustainable international tourism demand to the Brazilian Amazon, Documentos de trabajo del Instituto Complutense de Análisis Económico (ICAE), Vol. 13. Dixon, AD 2006, ‘Foreign tourism in Brazil: is the sky the limit?’, Master of Arts in Law and Diplomacy Thesis. Frisch, T 2012, ‘Glimpses of another world: the favela as a tourist attraction’, Tourism Geographies: An International Journal of Tourism Space, Place and Environment, vol. 14, No. 2, pp. 320-338. Lau, MA 2006, ‘An analysis of the travel motivation of tourists from the People’s Republic of China’, No FNU-108, Working Papers from Research unit Sustainability and Global Change, Hamburg University. McKean, 1989, ‘Towards a theoretical analysis of tourism: economic dualism and cultural involution in Bali’, in ed. V Smith Hosts and guests: the anthropology of tourism, 2nd edn, University of Pennsylvania Press, Philadelphia, pp. 119-138. Neto, V 2014, ‘Brazil invests in digital media to promote international tourism’, The Huffington Post, January 13, 2015. Ryan, C 1997, ‘Similar motivations – diverse behaviours’, in ed. C Ryan The tourist experience: a new introduction, Cassell, London. Schussel, ZGL & Schussel, SL 2012, ‘Major tourist attractions and impacts on the natural environment. A: Conference of the International Forum on Urbanism’, "6th Conference of the International Forum on Urbanism (IFoU): TOURBANISM, Barcelona, 25-27 gener". Barcelona: IFoU, 2012, p. 1-10. Schwarcz, LM, ‘Not black, not white: just the opposite. Culture, race and national identity in Brazil’, Working Paper CBS- 47-03, Centre of Brazilian Studies, Oxford University. Terrero, LS 2014, ‘social impacts of tourism in Brazil’, Global Sustainable Tourism Review. Retrieved May 31, 2015. http://qualitycoast.info/wp-content/uploads/2014/03/Dossier-Brazil-Social-impacts.pdf UNESCO 2014, ‘Cultural heritage in Brazil’, Retrieved May 20, 2015. http://www.unesco.org/new/en/brasilia/culture/world-heritage/cultural-heritage/ UNESCO 2014, ‘Historic town of Ouro Preto’, retrieved May 28, 2015. http://whc.unesco.org/en/list/124 UNESCO 2015, ‘Rio de Janeiro awarded UNESCO world heritage status’, retrieved May 28, 2015. http://www.telegraph.co.uk/travel/destinations/southamerica/brazil/9369733/Rio-de-Janeiro-awarded-UNESCO-World-Heritage-status.html Waintraub, T & Celes, W 2012, ‘Modeling the Copacabana sidewalk pavement’, SIBGRAPI '12 Proceedings of the 2012 25th SIBGRAPI Conference on Graphics, Patterns and Images, pp. 190-197. Weaver, D & Lawton, L 2006, Tourism management, 3rd edn, John Wiley & Sons, Milton, Queensland. Read More