Agency Name: Wanderlust Brazil                     Researching For Embratur, Inc.

                                              By: Liz Cheong, Autumn Aragon, Carina Coss, Brendan O’Brien

Table of ContentsSituation Analysis……………………………………………………………………………………………………………………….…. 2 Introduction………………………………………………………………………………………………………..……….…… 2 Background…………………………………………………………………………………………………………………….… 2Research Findings……………………………………………………………………………………………………………………….…. 2SWOT Analysis………………………………………………………………………………………………………………………….….… 4 SWOT Table……………………………………………………………………………………………………………………... 4 Strengths……………………………………………………………………………………………………………………….…. 4 Weaknesses……………………………………………………………………………………………………………………... 5 Opportunities…………………………………………………………………………………………………………………... 5 Threats…………………………………………………………………………………………………………………………….. 6Informational Needs………………………………………………………………………………………………………..…………... 7Interview Report……………………………………………………………………………………………………………………….….. 7 Research Goal………………………………………………………………………………………………………………….. 7 Research Questions……………………………………………………………………………………………..………….. 8 Justification of Method Choice and Sampling…………………………………………………………………... 8 Interview Highlights…………………………………………………………………………………………………….…… 8

Conclusion and Themes………………………………………………………………………………………..…………. 9Survey Report…………………………………………………………………………………………………………………..…………… 9 Research Topic……………………………………………………………………………………………………..……….….9 Overarching Research Questions………………………………………………………………………….……….….9 Plans…………………………………………………………………………………………………………………………………10 Methods……………………………………………………………………………………………………………….………….10 Sampling……………………………………………………………………………………………………………………..……10 Full-Scale Survey……………………………………………………………………………………….………………………..10 Administration………………………………………………………………………………………………………………….10 Variables Measured………………………………………………………………………………………………………….10 Relationship between Variables………………………………………………………………………………………….12 Analysis…………………………………………………………………………………………………………………………….12 Discussion………………………………………………………………………………………………………………………...12 Conclusion………………………………………………………………………………………………………………………..13Recommendations for Further Research……………………………………………………………………….……………….14 Further Data Collection Plans……………………………………………………………………………….…………..15Works Cited…………………………………………………………………………………………………………………………………...17Appendix………………………………………………………………………………………………………………………………………..18Interview Guide………………………………………………………………………………………………….………………………….18PRAD Original Survey……………………………………………………………………………………………………………………...21PRAD Revised Survey ………………………………………………………………………………………………………………….....23

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Situation AnalysisIntroduction

Wanderlust Brazil is a company focused on researching ways to make the country of Brazil a more appealing travel destination to foreign travelers. We are currently working for Embratur, the National Tourist Office of Brazil, in hopes of finding concrete research that will help us to target our market, understand our consumers, and ultimately increase the number of voyagers that travel to and from Brazil. The problem we are facing is promoting and educating the wealth of attributes Brazil has to offer to travelers. We would like to bring Brazil to the forefront of consumers’ minds when they think about travel options by showing them that Brazil has everything that they are looking for when they travel. Our research process will help zero in on the insights of travelers in thinking of Brazil as a travel destination.

BackgroundBrazil is the largest country both in population and in area in South America with a

population of 184 million people (National Geographic Traveler). The language spoken in Brazil is Portuguese, Brazil is also the largest speaking Portuguese population in the world (National Geographic Traveler). Apart from being the largest country in South America, Brazil is also known for its warm climate and its Amazon Rainforest. Brazilians are known for being happy people who enjoy being outside because of hot climate weather. With the love for being outdoors, Brazilians have created numerous ways to stay busy outside (Brazil Information). Brazilian activities range from hang gliding in Rio de Janeiro, hiking the Chapada Diamantina, kitesurfing in Jericoacoara, canoeing through the Amazon, swimming in Waterfalls of Chapada dos Guimaraes, and diving in Fernando de Noronha (Frommer’s). It is no lie Brazil is an adventurous destination for all.

With all these incredible activities to be experienced in Brazil, we have made it our mission to research ways in which we can diminish the problem of people not being educated on the wonders Brazil has to offer. We want to increase traveler’s knowledge so that they will choose Brazil as their next travel destination.

Research Findings  In focusing on tourism in Brazil, we wanted to zero in on key issues that arise in stopping

travelers from choosing Brazil as their travel destination. We utilized secondary research in order to find the root of causes that prohibit travelers from going to Brazil. In analyzing information from a study that was conducted in hopes of finding reason why people do not identify Brazil as a major tourist destination, we came to find that Americans, who are the most popular traveler to Brazil, are unable to identify Brazil because they are not able to differentiate Brazil from other South American countries (Rezende-Parker).

According to the study “Dazed and Confused?: An exploratory study of the image of Brazil as a travel destination”, researchers found that when Americans were prompted to identify interest in traveling to Brazil, 43.3% of respondents were “very interested” while 37.8% of respondents said they were “interested” and the final 10.0% of respondents said they were “non-interested”.

After taking bits of information from the study “Dazed and Confused?: An exploratory study of the image of Brazil as a travel destination”, we knew that our next focus was going to be on American travelers. We wanted to work towards finding out what was the impression that Americans had towards Brazil, what their thoughts and associations when thinking of Brazil as a travel destination were. Through more secondary research, we found that Americans actually have a positive image in mind when thinking of Brazil. In a research study conducted to study the

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image of a Brazil as a travel destination it was found that Americans had positive images of Brazil because it has

1. Many places of interest to visit 2. Several natural parks and wildlife 3. Good places for going to the beach 4. Variety of music and dance 5. Natural and scenic beauty 6. Friendliness of people 7. Adventure 8. Several opportunities to increase knowledge about another culture (Rezende-Parker).

This study has helped us realize that Americans have positive perceptions of Brazil. We know that our next move is to find out the associations that come to mind when thinking of Brazil. We also wanted to find out what are the pulling forces bring travelers to Brazil as well as finding out how we can reach a large audience of travelers. Our goal out of this secondary research is to find ways to increase what travelers know about Brazil in general and enhance their knowledge of the tourist aspects Brazil has to offer.

Brazilian Association Response

Beautiful Beaches 42%

Amazon Rainforest 40.8%

Carnival 20.8%

Rio de Janeiro 19.1%

Figure 1. Source: Mariutti-Giraldi-Crescitelli

We found a research study that asked respondents to provide images or characteristics that came to their mind when they thought of Brazil as a travel destination. Figure 1 shows that in this study, 42% percent of respondents answered beautiful beaches, while 40.8% percent answered the Amazon Rainforest, 20.8% answered Carnival, and 19.1% answered Rio de Janeiro (Mariutti- Giraldi-Crescitelli). We noted that it is interesting that there was a range of answers from the environment of Brazil to social events that Brazil has to offer such as Carnival in one of their major cities of Rio de Janeiro. This prompted us to want to find out why people were not associating Brazil with the other activities such as hiking and hang gliding that it does offer instead of annual major events like Carnival, we added this finding to our original problem statement.                      According to the study “The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market”, researchers found that Brazil is a world renown place because of its size and population but that does not necessarily mean that positive attributes are always associated with it. Mariutti- Giraldi-Crescitelli determined in this particular study that “an idealized image without well-defined structural and social bases is worth nothing”.

In the study, “The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market”, a qualitative interview was conducted where the question asked was to describe their image of Brazil and the tourist respondent answered, “ This type of image needs to be more developed [...] Because you hear a lot about this folklore thing of being a happy, content,

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Carnival people. The image of Carnival remains very firm in the minds of Americans. In my view, the image is wrong; the country has been seen as the country of Carnival and was characterized as the country of mulatto women, of Carmen Miranda, since that time”. This interview helped us in showing that perceptions of Brazil are in fact skewed. This conclusion helps us realize that we need to focus on the question: what concrete attributes and attractions do people associate with Brazil and why? Where are they accumulating these “false” attributions?

SWOT Analysis

SWOT Table

Strengths Warm Climate Destination Sports Reputation Variety of Activities Friendly and Cheerful People Ecological Diversity

Weaknesses Not Top of Mind Crime & Poverty in Brazil

Opportunities Low gas prices for travel Online booking Business + Leisure = Bleisure Travel Eco-tourism Travel Agents Focus on Tourism

Threats Fear of Travel Safety Concerns

o Foodo Crime

StrengthsWarm Climate Destination

Brazil is located in the southern hemisphere and is known for its pleasant tropical climate. The climate makes it a perfect destination for travel because it makes a wide variety of fun and adventurous activities possible. Being a warm climate destination makes Brazil appealing to those travels who do not live in warm climate places, it is a way for them to escape the cold and enjoy the warmth that Brazil has.

Sports ReputationOne of the first things that people associate with Brazil is their affinity for sports. Rio de

Janeiro became the host for the 2016 Summer Olympics and hosted the FIFA World Cup in 2014, these events being held in Brazil definitely solidified their sports reputation. This reputation makes Brazil a top travel destination for sports lovers because they offer a range of activities from outdoor hiking, to hang gliding, to soccer matches on the beach.

Variety of ActivitiesBrazil’s size and geography allows it to provide travelers with all types of experiences;

there are 26 states that are all unique and have their own culture within the larger Brazilian culture. For example, there are sprawling cityscapes such as Rio de Janeiro and Sao Paolo. On the other hand, there are also beach cities, the Amazon river, and rainforests. The diverse geography and various activities are unique to Brazil. Brazil offers activities such as hang gliding in Rio de Janeiro, hiking the Chapada Diamantina, kitesurfing in Jericoacoara, canoeing through the Amazon, swimming in Waterfalls of Chapada dos Guimaraes, and diving in Fernando de Noronha (Frommer’s).

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Friendly and Cheerful PeopleAnother top-of-mind quality that Brazil has is the reputation of the people. Brazilians are

perceived to be beautiful thanks to the various supermodels, celebrities, and sports heroes that come from Brazil. They are also known to be extraordinarily friendly from what is portrayed in media.

WeaknessesNot Top of Mind       While Brazil has many unique and exciting qualities, it still has a lot of potential to grow in terms of infrastructure and tourism. Even with worldwide growth in travel and tourism, Brazil still only brings in about 5 million people annually, whereas the United States brings in 50 million, Spain brings in 70 million, and France sees about 80 million tourists per year (Mariutti). The problem with this is that Brazil is not currently on the evoked set of consumers’ minds when they think about travel unless they have some sort of tie to Brazil such as traveling there to solely attend the Summer Olympics of 2016.

Crime and Poverty in BrazilWhile there are many positive characteristics that people attribute to Brazil thanks to

media, there are also negative aspects in regards to the crime, violence, and poverty portrayal. However, when people evaluated Brazil before and after their trips to Brazil, those negative perceptions fell dramatically (Mariutti 19). It has also been shown that historically Brazil has had higher crime rates compared to neighboring countries. In 2013, Brazil was ranked third in Latin America for having the highest robbery rates (The Brazil Business).

OpportunitiesLow Gas Prices for Travel

Currently, there is a dip in gas prices which makes it easier for all airlines to charge less for air travel. This is a great opportunity for Brazil to take advantage of and ramp up their promotions to entice people to come to Brazil and experience all of the different possibilities. The price of a round-trip ticket to Rio de Janeiro averages about $900 from the United States for a 12 hour flight both ways. It is still relatively less expensive than a round-trip ticket to popular European or Asian destinations.

Online Booking and Social MediaWith the growth of social media, people are able to see Instagram and Facebook posts

about dreamy destinations and inspiring wanderlust photos. More people are travelling internationally and are able to show their entire social networks their experiences. With the growth in price aggregators such as Priceline or Kayak, booking has never been easier. People are now able to book trips on a whim and plan out entire trips on their own anytime they would like.

Additionally, Brazil does have a presence in various social media outlets. Facebook conducted a study in 2012,“When tourists are your 'Friends': Exploring the brand personality of Mexico and Brazil” explaining how Embratur works with the Brazilian Tourism Board to promote the country through social media. The primary social media sites used to promote the country are Facebook, Twitter, and YouTube. When this study showed Brazil's presence on Facebook, it showed that when people talked about it in "posts," they used words such as "sincere," "sophistication," and "excitement"(DeMoya and Jain). While this was shown only in a few posts, the study shows how Brazil has a great opportunity to increase social media use to entice potential tourists into entering the country and seeing all it has to offer.

Business + Leisure = Bleisure Travel

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There is a growth in the trend of “bleisure” travel, which means that business people are taking advantage of their business trips and adding on a leisure quality to them to motivate their workers (Define Business Travel). Bleisure travel are usually trips booked in great destination places to entice workers to hit their target goal in their job. This is done by adding a “fun” component to the trip by bringing a family member with them or adding a couple of days to their trip and using their days off to enjoy the non-business side of the trip. . The “bleisure” traveler is less likely to be price sensitive so they spend more and are looking for unique experiences wherever they travel. They have the time and money to spend.

Eco-TourismThere is a growing trend in eco-tourism or an alternative type of vacation. While the

typical beach or city vacations are still prevalent, ecotourism provides a more natural experience with learning about the environment while also enjoying themselves.

There are some efforts of eco-tourism now that prove to have a positive impact on Brazil.  A 2010 study, “Ecotourism and Sea Turtle Harvesting in a Fishing Village of Bahia, Brazil”, showed how a coastal village in Brazil (Praia do Forte) worked with conservation group TAMAR to give tourists an experience in turtle conservation (de Vasconcellos Pegas and Stronza). This conservation program proved to be successful.  This example of eco-tourism helped to generate money and income for the people of the village while providing this "natural experience" that tourists enjoy.

Travel AdvisorsWhile the typical perception is that travel agents are declining due to the growth of the

internet, the opposite is true. Travel advisors and consultants are actually growing due to the overwhelming wealth of information on the internet. Because Brazil is still viewed as “confused and dichotomic”, travel agents are able to provide helpful tips and reassurance to their clients that they are going somewhere safe and that will be worth the price tag (Rezende-Parker).

Focus on TourismBrazil, along with any country that wants to increase tourism to their countries, has to

shift their governmental policies so that tourism is easier. Brazil could provide more training to their citizens to be able to deal with tourism, decentralizing tourism out of the big cities, improve safety and security, and privatize some basic services (Santana 430).  Crime rates have risen in Brazil due to the rise in tourism in Brazil, tourists are prime targets and they often are assaulted. In 2013 Brazil was ranked 3rd in Latin America for having a high robbery rate (The Brazil Business). Brazil is focused on controlling crime since all eyes will be on Brazil during the Olympic Games of 2016.

ThreatsFear of Travel

The past year has seen flight disappearances, the Ebola outbreak, and pilots flying planes straight into mountains. All of these instances on top of the ever-present threat of terrorism scare travelers into not traveling due to fear. This is a threat to the entire travel, tourism, and hospitality industry and something that must be worked towards to overcome.

Safety ConcernsThere are many concerns that travelers have when they go to a new destination or even a

familiar destination. There are safety concerns with food and water quality, and of course crime, violence, and poverty. One major cause that travelers are concern in traveling to Brazil is because

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an alarming rate of  24 homicides per 10,000 in 2012 (OSAC Country Council ). The OSAC Country Council also states that “Foreigners, especially those who do not speak Portuguese, may be more at risk for being targeted for crime”. Travelers need to know that they will be safe and will make it back home in one piece before they commit to a trip because of the increase in police enforcement.

Informational NeedsWhile Brazil has a lot to offer its travelers, its tourism faces problems that we believe our

research would help provide solutions to. Brazil is not the first travel destination that people tend to think of when planning vacations. Through our research we want to find out why people are traveling to other areas other than Brazil. Our goal is to find information on what travelers look for in their travel destination and see if it coincides with what Brazil has to offer. Gaining knowledge in this aspect will benefit us by providing examples of what to promote that coincides with their needs, and what to add to our list of attractions. Example interview questions would be “What specifics do you look for when picking a travel destination?”, and “What attractions or events interest you in your ideal travel destination?

In addition to this, through our research we want to find out what the general perception of Brazil is. We want to know what comes to the minds of travelers when they think about Brazil, what are their first thoughts about travelling to Brazil, and what do they think Brazil has to offer them as a travel destination. Gaining knowledge about what associations travelers have with Brazil will allow us to focus on the type of advertisements we should create to get those travelers to book trips to Brazil. Our research will help us grasp a better understanding on how to grab the attention of travelers and what to inform travelers about. Research in this area will give us an insight to what the traveler is aware when it comes to Brazil has to offer, which could be a reason for the low tourist rate. Example research questions for this particular inquiry would be: “What is the first thing you think of when you think of Brazil and vacationing there?” and “What do you associate Brazil with?” . We would also like to conduct projective questions that will allow us to gain a better understanding of what places, what emotions, what associations respondents associate when thinking of Brazil.

Lastly, we want to find out where our travelers are getting their travel information and knowledge from. This will provide us with the information on what resources are the most beneficial to travelers. In turn, this will allow us to inform travelers on platforms that will have the most traffic and gain the most viewings. We want to gain knowledge in what social media platforms travelers are using the most and what they are using the least. Gaining a following on social media will allow us to inform more people about Brazil and its attractions. Example research questions in this area would be: “What websites do you use when planning a trip,” “What social media do you use when planning or discussing a future vacation,” and “What resources are the most beneficial to you when you are trying to plan a vacation?” These are only a few potential research questions that we will use in order to gain a better understanding of potential Brazil travelers. In the end, we want to find what travelers are associating with Brazil whether it be positive or negative and what we can do to increase tourist traffic to Brazil.  

Interview ReportResearch Goal

Brazil is a travel destination that offers scenic views and warm climate located in Latin America. Our overall research goal is to answer the question: How do pre-conceived perceptions of Brazil affect the knowledge and ability of travelers to pick Brazil as a travel destination? We are interested in finding out why people choose to travel to Brazil and why they don’t choose to travel to Brazil.

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Research Questions:1. What are preconceived ideas of Brazil? Positive or negative?2. What factors attribute to these ideas about Brazil and its culture?3. What comes to mind when people think about an ideal travel destination?4. What comes to mind when people think about Brazil as a travel destination?

Justification of Method Choice and Sampling MethodAn in-depth interview is a useful method for fulfilling this information need because in-

depth interviews allow for speedy results, flexibility with the way the interview and questions are managed, provide high face validity, and are low in cost. An in-depth interview is a useful method because it will  allow for the research team to have a deeper understanding of how respondents perceive Brazil and how that affects their travel opinions. The strength of conducting an in-depth interview is that the interviewer is able to probe and dive into to investigate the root of opinions, emotions, and points of views.  

The method that was used to select my respondent was selective. I chose a respondent who was familiar with travelling and who was open to trying new adventures outside of his comfort zone. I chose to be selective with my respondent because in my initial research question I am trying to investigate how preconceived perceptions of Brazil affect the decisions of travelers, choosing a respondent with a travel background will help focus in on answering the research question. I wanted to make sure my respondent had some knowledge towards the subject so I could gain a better understanding of his thought process.

Interview Highlights Carina: My interviewee was a 24 year old male who is a current soldier. The interviewee

was very interested in traveling to areas with warm climate because his previous experiences with traveling were at places with warm climate. It was clear that past traveling experience impact future ones. The interviewee also stated that destinations with “kodak moment worth photos” and “famous monuments” were some of the driving forces behind his decision making process.

Brendan: My interviewee a 21 year old female who is from the Chicagoland area. The female uses social media very often and enjoys traveling quite a bit, she has travelled domestically as well as internationally.  One thing worth noting in her interview was her reasoning as to why she believes that Brazil has such a high crime rate.  She said that she heard about this through what she heard in the news and what her friends had said about Brazil too. She also said in the interview that she wanted to travel to places that had plenty of fun activities to do. It also seemed that social media played absolutely no role in the interviewee’s perceptions of Brazil.

Liz: My interviewee was a 21 year old female college student who had recently been to Brazil during the 2014 World Cup. Key insights from the interview was that she had heard of Brazil’s crime and poverty rates prior to going on her trip but when she got there, she was pleasantly surprised that it was not as bad as it had been portrayed. She stayed in a low-income area where the hostel owner told her about the crime and drug activity but also gave her tips on how to stay safe in Brazil. In the end, she loved Brazil and can’t wait to go back. She uses a lot of social media including Instagram, Facebook, and Snapchat.

Autumn: My interviewee was a 26 year old male college student. He had never traveled to Brazil but has spent a substantial amount of time living outside of the U.S. in Turkey. He was very interested in Brazilian culture, especially the food and geography. Key themes from my interview were cost and concerns of safety. Cost was of high importance

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to my interviewee, if he cannot afford the travel expenses then he picks a different destination. My interviewee often travels alone, so his safety is a top priority. Despite this he is very interested in traveling to Brazil for a vacation and hopes to visit one day.

Conclusion and Themes:  Throughout our qualitative interview process, various themes were gathered from

respondents to be have a greater awareness of what perceptions respondents have of Brazil as well as what triggers them to want to choose Brazil as their next travel destination.

Scenery and Security: One theme present throughout the interviews was that each respondent was very interested in traveling to Brazil because of its world renowned landmarks and events and its vibrant culture. They had heard and seen from various sources the diversity that Brazil offers and it had influenced them to perceive Brazil as a fun and exciting place to travel to. While they had some concerns about safety, crime rates, and poverty rates, they were still willing to go to Brazil if they had the correct resources and time.

Money: Money was definitely a theme throughout each respondent’s responses in deciding to travel to brazil. Respondents were Americans so traveling internationally could potentially be expensive and that’s why it weighs into their decision of travelling to Brazil.

Social Media: Social media was a present theme throughout our interviews because social media is where respondents gather information about travel, information about Brazilian events, and Brazilian culture. Travelers are concerned about what they are able to share using social media and most people look at their social media dashboards multiple times a day to stay connected with friends and family. Social media has a way of influencing perceptions of Brazil, good or bad.

Travel Experience: Another key theme was that respondents who traveled before were more likely to plan a trip to Brazil because of prior traveling experience.  Having previous experience in traveling allows for people to be more comfortable in traveling to a place unknown.

Survey ReportResearch  Topic

Our research topic is on Brazilian tourism and what types of people travel to Brazil, what are their perceptions of Brazil, as well as how popular is Brazil is a travel destination.  Brazil is traditionally not the first travel destination that people tend to think of when planning vacations. Our goal is to find out how popular is Brazil and what attributes are most known when it comes to Brazil. We also want to find out what travelers look for in their travel destination and see if it coincides with what Brazil has to offer. For our pilot survey, we wanted to investigate and research what type of general information does the public associate with Brazil. We also wanted to figure out how these respondents came to those conclusions about Brazil, we will do so by asking what kinds of media they consume, especially when they are considering international travel.

Overarching Research QuestionsThroughout this quantitative survey process, we want to answer the question “How aware

are people of Brazil and its attributes?” as well as “Where do people gather these information about Brazil from?”. Our main goal in identifying this question it to make sure we focus on creating a survey that will also our questions to be answered in a generalized manner. Overall, we want to measure awareness, likeness, and perception of Brazil through our quantitative analysis

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and statistical data. In analyzing these responses from respondents we hope to be able to understand the thought process of potential travelers to Brazil as well.

PlansMethod: The method we used to perform our quantitative analysis was an online survey via the website Qualtrics. We chose to conduct an online survey to be able to generalize our findings and gain an understanding of a larger population their awareness of Brazil through statistical data. We also chose to conduct an online survey because it decreases the chance of biased results because respondents are able to answer honestly the pressure of a group survey setting.  This is an appropriate method for answering our research questions because it will allow our findings to be quantifiable and measurable in terms of reliability and validity.

Sampling: The sampling method that was used for this pilot test was a combination of purposive and convenience sampling. As a team, we decided to implement these two methods of sampling to allow for our population of respondents to be selective to make sure we were asking the “right” type of respondents, people generally interested in travel. We also chose to perform convenience sampling because we knew that would allow us to easily reach out to sources since we needed the results urgently. We made sure to reach out to respondents who were representative of a large population, so a mixture of male and female respondents with distinct backgrounds and lifestyles that were generally interested in travel were apart of our respondent pool. Selecting the respondents was fairly easy since we were making sure we were not only reaching out to respondents because they were easy to access but making sure our respondents were representative of a large population who were interested in travel so that our results could be generalized in the end with statistical representation.  

Full-Scale Survey For a full-scale survey where we would be provided with a full budget we would change our sampling methods slightly. Instead of using purposive and convenience sampling we would perform the simple random sampling (SRS) method in order to gain a more diverse sample that is more representative of the target population.

For this survey, we wanted to know the general perceptions about Brazil, both positive and negative. We also wanted to find out where they may have derived their perceptions. Going forward, we would like to focus on a more defined target to send our surveys out to. For example, we may only be targeting millennials so we would send our survey to only millennials. In order to increase the quality of our quantitative survey we would for example find men and women who are between the ages of 18-35 living in major urban areas that have previously been out of the country before for travel and leisure purposes to see how we can make Brazil their next destination. We would reach out to these people by purchasing a list of names or a database and choose randomly our respondents from that list. This probability method allows us to estimate sampling errors, calculate our reliability, statistically determine our sample size, and generalize our findings for our population.

Administration:   In order to answer our research question, we created a quantitative survey via Qualtrics that had 10 questions in hopes that we would be able to measure the awareness, popularity, and perception of Brazil. For administering the survey, we primarily used a variety of social media outlets to outsource our Qualtrics survey to in order to reach potential respondents. We used social media sites such as Facebook, Twitter, and Reddit to target a large population of potential

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respondents; we would post our survey link in multiple groups so that survey would get around the social media community that way. We received 46 responses back thanks to the power of social media. Word of mouth was also extremely important in administering the survey, we emailed and texted the survey link to our direct contacts asking them to participate in the survey as well. We also asked them to ask their close friends or coworkers to take the quick 2-minute survey as well. Overall, it seemed that asking people directly to take the survey and posting it in highly concentrated social media groups is what lead us to achieve our number of respondents successfully in the short amount of time we had.

Analysis:

Variables and Conceptual Definition:

1. Awareness of Brazil2.  Factual knowledge of Brazil3.  Desire to Travel to Brazil4. Tools used to obtain information about Brazil

The conceptual definition for ‘awareness of Brazil’ is the knowledge and perception of Brazil in terms of its culture and geography, whether the awareness be positive or negative.

  The conceptual definition for ‘factual knowledge of Brazil’ is having conceptions about Brazil that can be proven true in terms of culture and geography through research.

  The conceptual definition for ‘desire to travel to Brazil’ is to have a strong feeling and or interest to travel to Brazil to learn about its culture and geography.

The conceptual definition of ‘tools used to obtain information about Brazil’ is what specific devices or instrument i.e. Facebook, your Mom, or a travel brochure was the means of gaining knowledge and information about Brazil.

Operationalized Questions: Throughout our quantitative survey we implemented operationalized questions that related back to our initial research question.

Questions 1 and 2 pertain to the variable “Awareness of Brazil.” Question 1 asks the respondent how knowledgeable they are in basic information pertaining to Brazilian culture, geography, and tourism. Question 2 asks the respondent if they are aware about popular events that are occur Brazil. Measuring what specific events the respondents were aware of is helpful way in knowing how knowledgeable they are about the country and its events.

Questions 4 and 5 pertain to the variable “Factual knowledge about Brazil.” These questions asked respondents about certain stereotypes about Brazil and if they agreed with them. Common stereotypes made about Brazil are that as an entire country it has a high crime rate and that it has a high poverty rate. These two stereotypes can be a reason for travelers not to want to travel to Brazil. Asking these questions allowed for us to see if these stereotypes would be the reasoning for our respondents to not travel to Brazil and it would allows us to me a more concrete assumption for why travelers choose to not travel to Brazil.

Questions 3, 6, 7, and 10 pertain to the variable “Desire to travel to Brazil.” Question 3 showed respondents popular tourist attractions in Brazil and asked  them to rank the attractions in order of how likely they are to want to visit the attractions. Question 6 asked respondents about specific outdoor activities they would be involved in if they traveled to Brazil. Giving the respondents the

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option of choosing more than one or none at all allows for us to have some sort of idea of how excited they would be about Brazil and how likely they are to participate in these activities. Question 7 asked respondents about the level of liking for various attributes of Brazil such as: food, music, the locals, the spoken language, and the government etc. This question gives us more of an insight of what are the specific areas of Brazil that are more liked than others. This would allow us to see which categories were most liked and most disliked. We ended the survey with question 10 that is straight to the point, asking the respondent whether they would ever travel to Brazil. This question will directly tell us if the respondent has a desire to travel to Brazil.

Questions 8 and 9 pertain to the variable “Tools used to obtain information about Brazil.” Question 8 asked about the specific media outlets respondents use on a daily basis, we asked this question to get a feel of what they use regularly in order to analyze the reliability of the information. The tools that were mentioned in this question help us see where respondents are getting their information about Brazil. In question 9 we asked respondents about the specific tools that they use in their planning process for their trips and how often they are using said tools. This helps us to identify which tools are helping them plan travel.

Relationship Variables: One relationship we focused in on analyzing was where our respondents gathered their perceptions about Brazil and how that affected their view of the country. We wanted to know how and where they gathered information from and if positive or negative media or other outlets changed their awareness and factual knowledge of Brazil. For example, if they received mostly negative information from media, they would most likely have a skewed and negative perception of Brazil versus a more well rounded perception of the country.

Another relationship we looked for was whether or not the awareness and factual knowledge of Brazil affected their willingness or desire to travel to Brazil. We wanted to know if Brazil is in their top destinations and if it was, what did they know about the aspects of Brazilian life, culture, and geography.

Analyze the dataOverall, one theme we found for the entire pilot survey was that our respondents had very

limited knowledge of Brazil. For example, for our first question, the average for how much knowledge they had regarding Brazilian culture, geography, and tourism was 2.34, 2.71, and 2.39 respectively. This was extremely low on the scale of how much they knew. In addition, for the questions that asked about Brazil’s crime and poverty rates, more than half of all respondents were unsure of the crime and poverty rates in Brazil. The other half expressed that they agreed that Brazil had high crime and poverty rates. Despite the lack of information, we found that people still want to go to Brazil and they answered “of course” (42%) and “yes” (47%).

Another theme we found interesting was that people gathered their most of their information and consumed the most media from the Internet (98%) and television and film (82%). However, when it came to planning travel, their most reliable source for advice came from friends and family. There is an apparent disconnect between how reliable the information they can attain from media is and the information that they attain from friends and family. People find word of mouth when making decisions about traveling more reliable than media content.

DiscussionThe results gained from the Qualtrics survey correlated with the results we expected to

receive from respondents because we initially expected respondents to only know about popular events in Brazil such as Carnival and the Olympic Games. We were right in assuming so because 62% of respondents checked that “yes” to being familiar with the Carnival, a popular Brazilian

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event while 68% of respondents said “yes” they were familiar with the Olympic Games 2016, another popular Brazilian event happening in 2016. Another statistic that we were not surprised about when analyzing our data was that we received a high percentage when respondents were asked to check off activities such as ziplining, hiking, canoeing, a percentage from 66% to 80% received a check that respondents would do these activities. We were happy that our assumption was shown in our survey results.

Although a few our expectations were shown in our survey results, we did see a few dissimilar expectations such as the responses to questions 4 and 5 that asked respondents to choose between “Agree”, “Disagree”, and “I’m not Sure” on their opinion if “Brazil has a high poverty rate” and if “Brazil has a high crime rate”. We were surprised that the results were almost 50%, for the question on high crime rate 47% of respondents said they “Agree” while 51% said they “Disagree. For the question about high poverty rate, 51% of respondents say they “Agree” while 47% said they “Disagree”. We were shocked that the percentages for both questions were almost split evenly, we expected there to be either high percentage of agrees or a low percentage of disagrees. This showed us that there wasn’t a high or low percentage letting us know that knowledge about the poverty and crime rate is not clearly known, if it was the percentages would have either been really low or really high showing a clear view on the subject.

Improvements: As a whole, we felt that our questions did in fact work. We felt that the statistical data we retrieved from the survey helped answer our research question in a more generalized way. We found that through our questions we were able to measure the awareness of Brazil and how respondents were obtaining and forming these viewpoints of Brazil too. Our respondents were not confused by the survey since the site we used to create the survey, Qualtrics, was very user-friendly.

We do not think the survey needs to be revised since it did answer our overarching research questions but we do feel that it would benefit our data to add in a few more questions. We would add a few ‘fill in the blank’ questions asking respondents if they were able to travel to Brazil, why would they be interested in do so? as well as asking respondents why haven’t they traveled to Brazil yet? ‘Fill in the blank’ questions will allow us to see a wide of array of distinct responses that could help us formulate a generalized conclusion of why people choose and not choose to travel to Brazil.

ConclusionIn the experience of formulating as well as a conducting a survey, the experience was

overall a gratifying one. It was very satisfying to see our research question become answered by our questions we inputted in the survey, it was also very cool to create different kinds of questions in knowing the effectiveness of different types of questions. Although distributing the survey was quick and easy, we did run into one problem along the way.  One of the biggest challenges we encountered was the actual creation of the survey. We initially thought it would be easy to create questions that had good content and that would provide interesting and useful feedback. However, we learned that it was more difficult to create, there were many options for the types of question you could ask and whether you wanted to give a choice of answers or have a ‘fill in the blank’ option.  It was very overwhelming to look at the variety of methods available in asking questions on Qualtrics. It took us quite some time to create questions that would allow for our overarching research question to be answered but in the end we concluded on what we thought would be the best types of questions to ask. After that, conducting the survey itself was quite easy. By using social media, we were able to get fast responses to the survey and quickly

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begin to analyze our data. It also helped that we used word of mouth to tell people about the survey.

If given the opportunity to do something different we would have liked to reach out to a larger pool of respondents. We feel that if we had a large pool of respondents for our survey our data would be more informative. Another thing that we would do done differently would be to ask more questions about the type of knowledge people have about Brazil. The information we analyzed from the survey showed that people are interested in travelling to Brazil despite knowing little information about the country. We would like to explore what exactly do keeps them interested in Brazil as well as analyze ways that we further increase their knowledgeable and desire to travel to brazil.

Despite considerations to improve the survey we feel that for our initial survey we were successful in answering our overarching research question which is both “How aware are people of Brazil and its attributes?” as well as “Where do people gather these information about Brazil from?”.

Recommendations for Further ResearchFurther Data Collection Plans: Survey + Personal Interviews

Throughout the course of our research process we have learned that Brazil does have a lot of qualities to offer to travelers such as its warm climate, famous monuments, and vibrant culture from the preliminary research we gathered. We have also learned that Brazil has some negative qualities such as a high crime rate and safety concerns. Through our in-person interviews we have gathered that respondents are very interested in travelling to Brazil because of it’s majestic mountains and picture worthy monuments. We concluded that travelers are interested in choosing Brazil as their next travel destination but we wanted to know why exactly wasn’t Brazil being chosen as a travel destination.  Our next step in our research process was to conduct a quantitative survey in order to generalize what the population was thinking about when Brazil comes to mind. Through our survey we found that when asked what comes to mind or offered options of what Brazilian events respondents are familiar with, most respondents answered they were familiar with typical events associated with Brazil such as Carnival and the Olympic Games of 2016. From this we concluded that most people  do not Travel because of preconceived perceptions of Brazil such as Carnival, high crime, high poverty, and its warm climate. We found that the general population is not knowledgeable of Brazil in terms of culture, geography, and activities because when asked how familiar there were with events other than Carnival, and asked if they thought Brazil had a high crime and poverty rate, respondents were uncertain.

Overall we found that the majority of people are not knowledgeable about Brazil and need to know more about its activities, culture, and geography in order to make the decision to travel there.

Expanded Research:Through expanded research we would like to know what keeps people interested in

Brazil.  This information would be very beneficial to the client because if the client knows exactly why people are interested in Brazil, they would be able to position themselves better to entice tourists to travel to Brazil. If Brazil were to grow as a top-of-mind destination, increased tourism would bring in plenty of money and investment to the nation to improve the social living standards of the entire nation. Because our pilot survey was limited in time and budget, there is still much more to be uncovered for people that have already been to Brazil and people that want to come visit Brazil. We want to know what they currently already know about the diversity in Brazil’s culture, geography, food, and activities.

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We would also like to ask questions about the knowledge people have about Brazil.  This would help the client see what information people do not know about Brazil. One issue we faced in our survey is that we were more focused on people's general perceptions of Brazil. We would like to know more about the general knowledge people have of Brazil and why they should consider making it a preferred travel destination.

We also want to do more research about the perceptions that people have of Brazil with more time and budget in order to gain a clearer understanding.  This research would involve learning more about why people have these perceptions and what has shaped their understanding of the country. The client could use this research to find a way to promote a positive perception of Brazil.  One of the limitations in our research is that we briefly touched on what shapes a person's understanding of the country. We did not go into further detail about why a person had a negative or positive perception of Brazil.  This would give the client a better understanding of where people get these perceptions from and how they can positively promote Brazil.

From the initial data from our pilot survey and information that we gathered from our four personal interviews, we are recommending that Embratur do a full scale study to really find out how to bring more American tourism to Brazil. We have decided to focus on bringing more Millennials to Brazil because they are excited to travel and are heavily influenced by social media, along with recommendations from their friends and family. We are recommending that Embratur expand on our current research by conducting a full-scale survey first and then more qualitative interviews.

Recommendations and Further Data Collection Plans:Survey:

Surveys are a great way to gather a lot of quantitative data in a short amount of time. They are useful in describing large populations, they are flexible, and has standardized questions. This is useful for our expanded survey because we want to know more about what people think and know about Brazil, as well as where they gathered those notions. With an expanded survey with a full budget, we would like to develop the questions more and find out what people already know about Brazil and if we need to change those perceptions in order to bring more people to Brazil. It would help us position Brazil so that it is a top-of-mind destination for Millennials.

For an expanded survey, we would continue using Qualtrics. We would first include questions with demographics. For this survey, we would require that the participants are Millennials (18-35) living in major cities that would like to travel internationally. If they do not fit this description, they will not be able to take this survey. After that, we would ask them what other destinations are in their consideration set when they think about traveling. We would then ask the same questions that we initially asked in our pilot survey. With a full budget, we will use simple random sampling to gather our participants. We can start by purchasing a database of names and emails of Millennial college students in the Greater Chicago area and sending it out to every 3 people on the list. We want at least 1,000 respondents for the first expanded survey. After, we can expand to other major cities such as New York City, Los Angeles, and San Francisco.

Qualitative Interviews:Qualitative interviews are great for getting more in-depth information that we would not

otherwise get with quantitative methods. They are able to support our theories and hypotheses or lead us to other conclusions. While the data gathered cannot be generalized for an entire population, qualitative interviews can provide valuable insights that can be tested further in different studies. For our purposes, we think that qualitative interviews would be very valuable

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because we want to probe more into the understanding of Brazil that Millennials currently possess.

With our full-scale qualitative interviews, we will again have two interview guides: one for people that have not been to Brazil but do travel internationally and another for people that have already traveled to Brazil at least once. We will gather these participants by the results of our surveys. We will randomly choose individuals from the survey respondents to gain more insights on why they answered certain questions from the survey. The interviews will be conducted in comfortable settings and will take about 45-90 minutes. We will try to probe even further on their knowledge of the diversity of Brazilian culture, geography, food, and activities using various techniques including direct and grand tour questions, projective scenarios including word associations, and process techniques such as creating a mood board for their perception of Brazil. Finally, we will also probe further on how they typically like to travel and where they get information for their travels.

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Works Cited:"Brazil Information." Brazil Information. Web. 01 May 2015

Business Monitor International. Brazil Tourism Report. Rep. London: Business Monitor International, 2015. Print.

De Moyà, Maria. Jain, Rajul. "When tourists are your 'friends': Exploring the brand personality of Mexico and Brazil on Facebook." Public Relations Review. Web. 18 September 2012.

De Vasconcellos Pegas, Fernanda. Stronza, Amanda. "Ecotourism and Sea Turtle Harvesting in a Fishing Village of Bahia, Brazil." 15-25. Conservation and Society. 2010.

"Embratur." Embratur. Web. 01 May 2015.

Frommer's. "The Best Outdoor Adventures." In Brazil. Web. 01 May 2015.

Gondim Mariutti, Fabiana, and Janaina de Moura Engracia Girald. "The Communication Strategies For The Brazil Brand In The United States Of America." GCG: Revista De Globalización, Competitividad & Gobernabilidad 7.1 (2013): 30-40. Business Source Complete. Web. 20 Apr. 2015.

Mariutti, Fabiana et al. "The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market." International Journal of Business Administration. International Journal of Business Administration, 5 Jan. 2013. Web.

National Geographic Traveler. "Brazil Facts, Brazil Flag -- National Geographic." National Geographic. Web. 01 May 2015.

OSAC Country Council. "Brazil 2013 Crime and Safety Report: Rio De Janeiro." OSAC. Web. 2 June 2015.

Rezende-Parker, A. M., A. M. Morrison, and J. A. Ismail. "Dazed and Confused? An Exploratory Study of the Image of Brazil as a Travel Destination." Journal of Vacation Marketing 9.3 (2003): 243-59. Web. 21 Apr. 2015.

Santana, Guilherme. "An overview of contemporary tourism development in Brazil", International Journal of Contemporary Hospitality Management, Vol. 12 p. 424 – 430. April 2015 Web. 2000.

Sloan, Phillip, Kaufman-Simmons, Claudia and Legrand Willy. Sustainable Hospitality and Tourism as Motors for Development. Google Scholars. Routeledge. Web. 2012.

Sobral, Filipe, Alketa Peci, and Gustavo Souza. "An Analysis of the Dynamics of the Tourism Industry in Brazil: Challenges and Recommendations." International Journal of Contemporary Hospitality Management 19.6 (2007): 507-12. ProQuest. Web. 21 Apr. 2015.

The Brazil Business. "Crime Rate In Brazilian Cities." The Brazil Business. Web. 03 May 2015.

Travel Industry Dictionary. "Define Bleisure Travel." Define Bleisure Travel. The Intrepid Traveler, Web. 02 June 2015.

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Appendix:

Qualitative Interview GuideIntroduction:

In-depth interviews will be conducted to gain knowledge on how travelers perceive Brazil as a travel destination and how they have formed conceptions of Brazil whether that be positive or negative.

The in-depth interviews will be conducted by the Wanderlust Brazil research team and will be between 45-90 minutes in duration.

In regards to the interview process, respondents are encouraged to answer honestly and genuinely. All answers are and will be accepted during the interview. Wanderlust Brazil’s priority is to make sure the respondent and comfortable and furthermore respects your privacy. Names will only be released if respondents consent otherwise respondents will be kept anonymous.

During the course of the interview, the interviewer will take notes and the respondent may be subjected to audio recording to heighten accuracy with the consent of the respondent.

The respondent will sign a consent form at the beginning of the interview and is informed that they are able to decline participating at any time during the interview without any ramification.

Relationship of Travel and Interviewees        In the first portion of this interview, we will focus on discovering your past and recent experiences with travelling. These preliminary questions will help us zero in on information we would like to dive into as the interview continues. With that being said, let’s begin to discuss your first experiences with travel.

When did you have your first major travel experience? What resonates with you the most of that experience?

o Why does this resonate with you? Has there ever been a period where you did not want to travel? What caused this and

why? What triggers you to want to continue to travel now? What are some driving forces that affect the way you choose your travel destination? What are activities that you enjoy doing at your ideal travel destination? What are three major factors you look for in a travel destination?

Interviewee’s Awareness of BrazilFor the succeeding portion of this interview there will be two parts. In part one we will have you rank a series of photos and in part two of the interview we will go through a sequences of direct questions.

Part 1:This portion of the interview will have the respondent rank a series of four photos from the destination they would be pick first to the destination they would pick last.Note: These photos will be in random order, the respondent will put them in order from 1- most likely to travel to 4- least likely to travel to.

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Series of Photos Demonstrated to Respondent:

Photo 1 (Brazil):

Photo 2 (Spain):

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Photo 3 (France):

Photo 4 (Morocco):

Questions asked after reviewing photos:

Why did you rank them in this particular order?o What was your reasoning behind this?

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For the photo you chose as number one, what was appealing?o Why do you see yourself voyaging there?

For the photo you chose as number four, what was not attractive about this option?o What are reasons you do not see yourself travelling there?

Compare the reactions you have between photo one and photo four?o Why is photo one more appealing than photo four?

Part 2:For the second half of this portion we will ask a series of questions pertaining to Brazil.

What comes to mind when you think about Brazil?o And why?

What are three words that you attribute to Brazil? Where and how did you form these conceptions of Brazil?

o Are they stereotypical conceptions or are they factual? What activities do you associate with Brazil? What do you think Brazil offers as a travel destination? Would you consider travelling to Brazil?

o And why?Methods of PlanningFor the final portion of this interview, we will ask a series of questions that will help us understand the mentality of travelers when planning their trips.

How do you plan for travel? o What are the steps you take when planning your trip?

How much does money weigh in your decision of locating a place of travel? What are the deciding factors when you travel?

o Is it important for a destination to have good climate//activities//events//popularity?

What tools do you use in planning?o Booking services//online bookings//travel agency

Does social media affect the destination you choose and the planning route you take?

ConclusionThe research team here at Wanderlust Brazil would like to take the time to thank you for your participation today. We want to reiterate that your privacy will be protected and the respondent will be anonymous. Again, thank you for the time and energy you put forth during this interview process.

PRAD Original Survey

Q1 How knowledgeable are you about Brazil from a scale of 1 to 10?   ______ Brazilian Culture (1)______ Brazilian Geography (2)______ Brazilian Tourism (3)Note: There was a slider allowing respondents to rate on a scale of 1 to 10

Q2 Are you familiar with the following Brazilian events?

Yes (1) No (2)

Carnival (1) o o

Olympic Games 2016 (2) o o

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Festa Junina (3) o o

The Brazilian Grand Prix of Formula 1 (4) o o

Q3 If you could visit any of these Brazilian monuments, how would you rank them in order of the place you would most likely visit?______ O Cristo Retendor (1)______ Corovado (2)______ Sugarloaf Mountain (3)______ Teatro Amazonas (4)______ Fernando de Noronha (5)Note: Photos of these monuments were inputted in the survey to give respondents a visual.

Q4 Brazil has a high crime rate. o Agree (1)o I am not sure (2)o Disagree (3)

Q5 Brazil has a high poverty rate.o Agree (1)o I am not sure (2)o Disagree (3)

Q6 Which outdoor activities are you most likely to do in Brazil? (Check all that apply).o Ziplining (1)o Hiking (2)o Hangliding (3)o Kitesurfing (4)o Canoeing (5)o Other (6)o None of the Above (7)

Q7 Check the bubble that applies to you.

Dislike Extremely

(1)

Dislike Very Much

(2)

Dislike Slightly

(3)

Neither Like nor Dislike

(4)

Like Slightly

(5)

Like Very Much

(6)

Like Extremely

(7)

The Portuguese

language. (1)

o o o o o o o

The Brazilian government.

(2)

o o o o o o o

Locals. (3) o o o o o o o

Carnival. (4) o o o o o o o

Brazilian food. (5)

o o o o o o o

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Brazilian music &

dance. (6)

o o o o o o o

The Amazon Rainforest (7)

o o o o o o o

Q8 What types of media do you consume on a daily basis? (Check all that apply).o Television & Film (1)o Radio (2)o Internet (3)o Social Media (4)o Word of Mouth (5)o Other (6)o None of the Above (7)

Q9 How often do you use these tools to research travel destinations? (Check all that apply).

Never (1)

Rarely (2)

Sometimes (3) Often (4) All of the Time (5)

Travel books (1) o o o o o

Travel sites (2) o o o o o

Instagram (3) o o o o o

Facebook (4) o o o o o

Friends & Family (5) o o o o o

Blogs (6) o o o o o

Q10 Overall, would you ever travel to Brazil?o Of course! (1)o Yes (2)o Neutral (3)o Hell no! (4)

PRAD Revised Survey

Q1 What is your age?o Under 18o 9-24o 23-25o 26-34o 35 and up

Q2 What do you identify as?o Female o Maleo Prefer not to disclose

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Q3 What is your annual household income? o Under $25,000o $25,000 - $50,000o $50,000 - $75,000o $75,000 - $100,000o Over $100,000

Q4 How knowledgeable are you about Brazil from a scale of 1 to 10?   

Q5 Are you familiar with the following Brazilian events?

Yes (1) No (2)

Carnival (1) o o

Olympic Games 2016 (2) o o

Festa Junina (3) o o

The Brazilian Grand Prix of Formula 1 (4)

o o

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Q6 If you could visit any of these Brazilian monuments, how would you rank them in order of the place you would most likely visit?

______ O Cristo Retendor (1)

______ Corovado (2)

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______ Sugarloaf Mountain (3)

______ Teatro Amazonas (4)

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______ Fernando de Noronha (5)

Q7 Answer the following

Agree (1) I'm not sure (2) Disagree (14)

I would feel safe traveling around the big cities in Brazil. (1)

o o o

I would feel comfortable attending the festivals held in Brazil. (2)

o o o

I think Brazilian people are rude. (3) o o o

I think Brazilian culture is exciting. (4) o o o

Q8 Which outdoor activities are you most likely to do in Brazil? (Check all that apply).o Ziplining (1)o Hiking (2)o Hangliding (3)o Kitesurfing (4)o Canoeing (5)o Other (6)o None of the Above (7)

Q9 What are you most likely looking forward to experiencing in Brazil?

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Extremely Likely  (1)

Very Likely

(2)

Likely (3)

Neutral (4)

Unlikely (5)

Very Unlikely

(6)

Extremely Unlikely

(7)

The Portuguese

language. (1)

o o o o o o o

The Brazilian

government. (2)

o o o o o o o

Locals. (3) o o o o o o o

Carnival. (4) o o o o o o o

Brazilian food. (5)

o o o o o o o

Brazilian music &

dance. (6)

o o o o o o o

The Amazon Rainforest

(7)

o o o o o o o

Q10 What types of media [DS1] do you consume on a daily basis? (Check all that apply).o Television & Film (1)o Radio (2)o Internet (3)o Social Media (4)o Other (5)o None of the Above (6)

Q11 How often do you use these tools to research travel destinations? (Check all that apply).

Never (1)

Rarely (2)

Sometimes (3) Often (4) All of the Time (5)

Travel books (1) o o o o o

Travel sites (2) o o o o o

Instagram (3) o o o o o

Facebook (4) o o o o o

Friends & Family (5) o o o o o

Blogs (6) o o o o o

Q12 Overall, would you ever travel to Brazil?o Of course! (1)o Probably Yes (2)o Neutral (3)

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o Probably Not (4)o Hell no! (5)

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