Impacto do título de “Cidade Criativa da Gastronomia” para a marca de Florianópolis, Brasil

Some research has investigated the UNESCO concept “Creative Cities Network,” which aims to develop culture and creativity for sustainable development. This is constantly related to improving the image and brand of municipalities. Belonging to the Network enables municipalities to gain competitive advantages and beneficial associations. Gastronomy, in turn, contributes to the appreciation of local culture, a determining and enabling factor for tourism. Thus, this research aimed to analyze the importance of the title “Creative City of Gastronomy,” endorsed by UNESCO, for tourism in the municipalities of Florianópolis based on the perception of the entities involved in obtaining the title. An exploratory and descriptive objective was included in this basic, qualitative research. Data were collected by bibliographic and documentary surveys, and interviews were conducted using semi-structured questions with representatives of entities from the Florianópolis Management Group. Results were obtained by Bardin’s content analysis. This study observed that gastronomy constitutes an important economic, motivational, and tourist attraction asset, benefiting the development of the entire region and consolidating the importance of the brand for the destination.