O efeito Isabelle Nogueira no BBB 24 e sua influência no festival folclórico de Parintins.

Abstract

The Parintins Folkloric Festival, held in Amazonas for 57 years, is a grand cultural event characterized by the competition between the Garantido and Caprichoso oxen. In 2024, it gained greater visibility during the Big Brother Brazil show due to the participation of Isabelle Nogueira, the Cunhã-Poranga of Boi Garantido, in the reality show. This article aims to assess whether the travel motivation of national tourists to the Parintins Folkloric Festival in 2024 was influenced by Isabelle Nogueira's participation in Big Brother Brazil. The research, which is quantitative-qualitative and exploratory-descriptive in nature, used Google Forms to collect data from national tourists during the festival, held from June 28 to 30. Of the total 64 responses,76.6% of tourists indicated that Isabelle Nogueira's participation in BBB 24 created a positive image of the Parintins Folkloric Festival, and it was found that the promotion of the destination's image influenced the decision of 40.6% of tourists. Although this number is not very high, it represents a favorable percentage when associated with the 46.9% who participated in the festival for the first time. The research also identified that 85.9% of the responding tourists have a higher education level, and 32.8% reported daily expenses above R$351.00. Regarding tourists' perception of the evaluation of tourist attractions, services, and urban infrastructure, hospitality was declared excellent by 73.44% of respondents, while urban cleanliness was considered poor by 60.93%, and internet service was rated poorly by 45.32% of the total responses.