A hospitalidade e cordialidade brasileira: o Brasil percebido por estrangeiros

Abstract

ResumoO tema central deste ensaio é o traço cultural de 'cordialidade' do homem brasileiro, na acepção de Sérgio Buarque de Holanda, como sendo uma das principais motivações para os turistas estrangeiros viajarem ao Brasil. A partir de uma visão panorâmica do mercado turístico mundial e da constatação da incipiente participação do país no mesmo, este ensaio busca uma explicação desse fator motivador através da teoria do "homem cordial" de Holanda, também sinalizada nas obras de Gilberto Freyre, José Carlos Reis, e em tantos outros intérpretes do Brasil. Finalmente, este artigo sugere que essa "hospitalidade" referida por nossos visitantes estrangeiros deriva da natureza "cordial" antes aludida, podendo assim constituir-se em importante fator diferencial na elaboração de uma política para o setor.Palavras-chave: hospitalidade; cordialidade; personalismo; herança ibérica; turismo. Holland's "cordial man", also Abstract The central theme of this essay is the cultural trait of 'cordiality' present on brazilian, according to Sergio Buarque de Holanda's sense, as one of the main motivations for foreign tourists travel to Brazil. Using a panoramic view of the world tourist market and the low participation of the country in it, this study seeks an explanation about this motivating factor through the theory of

Brazil’s image and Brazilian personality: a systematic review from the viewpoint of cordiality

“…In addition, Oliveira and Martins (2009) entered the origins of cordiality: Iberian heritage, rurality of the colonial country and the Brazilian racial amalgam, based on the work of Holanda (1995). In this respect, reflecting on Roots of Brazil, it was first noticed that the Iberian heritage is related to the "personality culture," which generated weakness in the forms of organization (individual merit and responsibility led to recognition), weakness in social structures (lack of social cohesion) and lack of hierarchical regularity, and consequently, the only apparent sociability of Brazilians, who always seek their individual side.…”

“…Cândido (1995) calls this apparent sociability of the Brazilian derived from the individualism of "cordial mentality." Thus, there is a dialogical view of this Brazilian cultural aspect, bringing on the one side its hospitality, Source: Elaborated by the authors Negative words that characterize Brazilian personality more frequent in journals as a positive aspect, and on the other side, one of its problems: the personalism (Oliveira & Martins, 2009). Second, the rural inheritance, according to Holanda (1995) culminated in a society organized in a familiar way, which is linked to the characteristics of conviviality without too much politeness and characterized by the intimacy and personality, delimited by the author himself in explaining the cordial man.…”

“…As for the racial question, Holanda (1995) affirmed that the miscegenation and not strong differentiation of social classes led to an absence of racial pride, which may be related to the question of racial tolerance, which according to Oliveira and Martins (2009) leads to the happy and receptive side of the Brazilian. However, Scheyerl and Siqueira (2008), who also presented the cordiality as characteristic of the Brazilian, pointed out that the Brazilian is superficially affable and supports a disguised racism.…”

The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market

“…Based on how people and the country are perceived, there is an impact on the assessments formed regarding the destination and an influence on the tourism industry (Nadeau et al, 2008) relating to the logic of perception in the country of origin influencing tourists' experiences with tourism services. Strengthening this premise, the traditions and culture of a people represent the set of values that provide a nation with its social identity (Oliveira & Martins, 2009). Baloglu and Mccleary (1999) presented a paper on the influence of the image in choosing a holiday destination and claimed that strategic image management is important for creating and implementing marketing programs that enhance images of tourism destinations.…”

“…That study also revealed that the Brazilian people, not their habitat, explain the enchantment of foreigners travelling to Brazil. Thus, the friendliness of the Brazilian people is one of the most significant competitive advantages of the Brazilian tourism industry in the international market (Oliveira & Martins, 2009). …”