RURAL TOURISM: TRENDS, OPPORTUNITIES, AND BEST PRACTICES TO BE DEVELOPED IN ITAMARAJU, BAHIA

Abstract

This research addresses the potential of tourism in the rural areas of Itamaraju, Bahia, emphasizing the trends, opportunities, and best practices that could be developed in the region. In light of this, the study poses the following question: How can rural tourism, if developed strategically, become an economic, natural, and socio-cultural asset for Itamaraju? Based on this question, the general objective is defined as analyzing the development process of rural tourism and the activities that can be explored in Itamaraju, Bahia. To achieve this, the research investigates three specific objectives: understanding the profile and primary motivations of potential tourists regarding this activity; examining the municipal tourism plan, focusing on strategies aimed at rural tourism development; and presenting best practice models from other locations that could be adapted to the municipality's specific context. The methodology employed includes bibliographic, documentary, and exploratory approaches, utilizing both quantitative and qualitative methods. Finally, the results offer a new perspective on the potential arising from tourism activities in the region's rural areas, as well as the associated socio-economic and cultural benefits.