Estratégia de marketing para divulgação de projetos científicos ambientais desenvolvidos no centro de lançamento da barreira do inferno

Abstract

When it comes to the size of native forests and preserved areas, Brazil holds the greatest plant biodiversity in the world. However, the capitals and major cities have experienced significant population growth, degrading native forests vegetation, as well as causing an imbalance in biodiversity. This has forced corporations, whether government or private, to adopt measures that meet this new concept of values in the interaction with the environment. To this end, the present study evaluated the role of an Air Force military unit located in the municipality of Parnamirim-RN, the Centro de Lançamento Barreira do Inferno (CLBI), in aid of preserving the environment of the territory under its jurisdiction. For this, we had as main objectives the survey of environmental projects within the territorial limits of CLBI, creating a marketing strategy of these projects and a survey of its stakeholders drawn from a questionnaire available on the premises. The survey of environmental projects revealed a wealth of research in botany, herpetology, ornithology that gave origin to several articles and dissertations. For the marketing strategy was used the Centro de Cultura Espacial e Informações Turísticas (CCEIT) structure. After analysis of their dependencies, an 'idle' area has been identified for the establishment of a permanent display of four banners with content from some environmental projects of major importance developed within the CLBI boundaries. The results of the questionnaire revealed some visitors opinions on issues such as the degree of importance of these projects, with the very important result in the opinion of 74% of respondents, as the visitor origin seeking information about the CLBI the survey revealed that the most are coming from other Brazilian states, 14% foreign tourists. The service at reception was rated excellent or good by 98% of users. Regarding the profile of the respondents 61% were women and 63% had higher education. This profile is the same reported by other authors when it comes to cultural tourists. After the completion of this work was a clear need to improve the disclosure process with the inclusion of information in English to meet the foreign visitor. We also suggest, for wider dissemination of the academic research results developed in CLBI, creating a room in CCEIT dependencies exclusively for display of this research with the presentation of pictures collections and results through media, banners, pictures and movies.