Purpose

World Tourism Organization (WTO) recognizes image as the main aspect to be considered by a destination in its promotion and marketing process. Cities try to build valued and recognized images, established from an identity defined based on their own values. One of the strategies adopted for this construction is to hold events, through which it is possible to promote tourism, move the economy, improve the infrastructure, change the image and influence intentions to visit the destination. From the point of view of supply and demand, theorists have proposed two categories of destination image: the projected image and the perceived image. In this context, the objective of the research was to propose a model for measuring the Projected and Perceived Image through the Organizational Identity of the Volvo Ocean Race Brazil.

Design/methodology/approach

With a quali-quantitative approach, the study universe is composed of in-depth interviews with the main members of the organizing committee, documentary and netnographic analysis of the event's social networks. For the analysis and interpretation of qualitative data, the collective subject discourse was used. Documentary and netnographic analysis were by means of deductive content analysis and correspondence analysis.

Findings

The results supported the three secondary hypotheses of the research, leading to confirm the central hypothesis that the constructed organizational identity, projected by the image, is perceived by visitors to the event studied.

Originality/value

It is understood as fundamental the expansion of studies regarding projected and perceived image, identity and the possibility of its application in tourist events, as social representations, as support also for the definition of management and marketing strategies.

中文翻译：

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通过沃尔沃环球帆船赛巴西站赛事的组织标识投影和感知图像的测量模型

目的

世界旅游组织（WTO）认为形象是目的地在促销和营销过程中考虑的主要方面。城市试图建立有价值和公认的形象，这些形象是根据自己的价值观定义的身份而建立的。该建设采取的策略之一是举办活动，通过活动可以促进旅游、带动经济、改善基础设施、改变形象、影响旅游意向。从供给和需求的角度来看，理论家提出了两类目的地图像：投射图像和感知图像。在此背景下，本研究的目的是提出一个模型，通过沃尔沃环球帆船赛巴西队的组织形象来衡量投射和感知的形象。

设计/方法论/途径

研究范围采用定性和定量的方法，由对组委会主要成员的深入访谈、对活动社交网络的文献和网络志分析组成。为了分析和解释定性数据，使用了集体主题话语。文献和网络志分析是通过演绎内容分析和对应分析进行的。

发现

结果支持了该研究的三个次要假设，从而证实了中心假设，即由图像投射的构建的组织身份被研究事件的参观者感知。

原创性/价值

它被认为是扩展有关投射和感知图像、身份及其在旅游活动中应用的可能性的研究的基础，作为社会表征，也作为管理和营销策略定义的支持。