The Tourist Destination Marketing Dimension of Tourism Development Sustainability

GUEST LECTURE FOR THE SUBJECT MARKETING TURÍSTICO II
UNIVERSIDADE FEDERAL DE SÃO CARLOS
OF THE BACHELOR OF TOURISM UNDERGRADUATE COURSE

Current Theories and International Cases

THE TOURIST DESTINATION MARKETING
DIMENSION OF TOURISM
DEVELOPMENT SUSTAINABILITY
THE UNIVERSITY OF MELBOURNE
MARKET DIMENSION OF TOURISM
INSTITUTO FEDERAL DE EDUCAÇÃO, LEONARDO NOGUEIRA DE MORAES
CIÊNCIA E TECNOLOGIA DE SÃO PAULO

LEONARDO NOGUEIRA DE MORAES
27/04/11

Presentation Overview

Objective
Provide an overview of the main challenges,
conditioners and opportunities to Destination
Marketing in order to debate how appropriate
the different strategies currently used by
successful destinations are.

Contents
1. Researcher Background
2. Tourism Development and Competitiveness
3. Sustainability and Destination Marketing
4. Current Theories
5. International Case Studies
6. Conclusions

LEONARDO NOGUEIRA DE MORAES MARKET DIMENSION OF TOURISM DEVELOPMENT SUSTAINABILITY

Why is Tourism Relevant?
• In 2011, it is forecasted to be directly
responsible for:
– 2.8% of World GDP (2.9% in 2021)
– 3.4% of World Employment (3.6% in 2021)
• Considering its multiplying effect on
the economy, its importance raises to:
– 9.1% of World GDP (9.6% in 2021)
– 8.8% of World Employment (9.7% in 2021)
(WTTC, 2011c)



Why is Tourism Relevant?

Direct Travel &
Tourism
Contribution
•Commodities
•Accommodation
•Transportation
•Entertainment
•Attractions Indirect Travel & Induced
•Industries Tourism Contribution
•Hotels and Contribution (spending of
Catering direct and
•Retail • T&T investment indirect
•Transportation spending
employees)
services • Government
•Business services collective T&T • Food & beverages
•Sources of spending • Recreation
Spending • Impact of • Clothing
•Residents’ purchases from • Housing
domestic T&T suppliers • Household goods
Spending
•Businesses’
domestic travel
spending
•Visitor exports
•Individual
government T&T
spending
DEVELOPMENT SUSTAINABILITY (WTTC, 2011c)


Brasil

BRASIL



Brasil (IBGE, 2010)

Brasil
Area 8,514,877 sq km
Capital Brasília
Pop. 193,733,795
States 26 (+ 1 FD)
Birth 1500 AD


Brasil (WTTC, 2011b; MTur, 2011f)
Tourism Performance Indicators
Exchange Rate AUD 1.00 ≈ BRL 1.65
International Tourists 2010 ≈ 7.9 million
% of GDP (Direct) 3.3%
% of GDP (+Multiplier Effect) 9.1%
Employment (Total) 8,145,000
% of Total Employment 8.3%
WTTC Tourism Economy Ranking 6th (Total Contr. GDP)



Inbound Tourism as Export
2009-10 2008-09
(AUD to
Rank Export Item (DFAT, 2010) million) 2009-10
1 Coal 36,445 -33.4%
2 Iron Ore & Concentrates 35,090 2.5%
3 Education-Related Travel Serv. 18,507 10.6%
4 Gold 14,301 -18.3%
5 Personal Travel (excl ed) Serv. 12,121 3.9%
5.9 million visitor arrivals in 2010
(Tourism Australia, 2011) 6 Crude Petroleum 8,955 8.5%
7th position in the WTTC World
Tourism Economy Ranking (2011a) 7 Natural Gas 7,789 -22.7%



Technical Definitions of Tourism

UNWTO:
• “Tourism comprises the activities of
persons travelling to and staying in
places outside their usual environment
for not more than one consecutive
year for leisure, business or other
purposes” (McIntosh et al, 1995).



Holistic Definitions of Tourism

Hunkizer and Krapf (1943):
• “Tourism is the sum of the phenomena
and relationships arising from the
travel and stay of non-residents, in so
far as they do not lead to permanent
residence and are not connected to
any earning activity” (Burkart, 1981).



Leiper’s (1979) Tourism Model
The three basic elements of
Leiper’s Model:
• Tourists
• Geographical Elements
• Tourism Industry
It lacks to acknowledge:
• Locals
• Other regions of the
globe



Tourism Impacts and Meta Impacts
Impacts Economic Social
Positive Multiplier Effect Decrease of Social
Service Intensive (Jobs) Differences
Invisible Export (Inbound) Sense of Community
Spatial Redistribution of New social structures
Currency Local Development
Wider Access to Products
Negative Invisible Import Increase of Social
(Outbound) Differences
Currency Leakage Crime Rates, Diseases, etc
Inflation Sense of Community
Competition with New Social Structures
traditional industries Neo Colonialism
Impacts Environmental (Meta) Cultural
Positive Help Protect and Identity Recall
Conserve Heritage Value
Help Change Mindset and Broadening of Global
Behaviour Understading
Negative
Help Damage and Destroy Demonstration
Help Change Priorities Xenophobism
and Behaviour Staged Behaviour

Tourist Psychographic Personality
Profiles (Plog, 2001)

Venturers: more independent,
intellectually curious, willing to
take risks and to be challenged
and that would require a lot of
self-confidence, quick decisions
and their own personal judgement
Dependables: seek experiences
that are more familiar, somehow
conservative and passive, more
predictive and well-thought of,
more popular and well-established



Tourist Area Life Cycle (Butler, 1980)

Of key importance is the intervention of
management to prevent development
exceeding the inherent capacity of the
destination (capacity defined in terms of
limits of economic, social, environmental
and physical parameters), on the basis
that if capacity levels were exceeded,
decline in quality of visitor and resident
experiences would result, along with
environmental and other problems, and
these would result in a decline in
visitation and thus also tourist
expenditure and funds for reinvestment
in the destination (Butler, 2009, p. 348).



Managing Limits to Tourism Flows
Dimensions of Carrying • Miguel Cifuentes – CC (Wearing, 1999)
Capacity (CC): • Visitor Impact Management – VIM (Farrell,
• Ecological 2002)
• Social • Limits of Acceptable Change – LAC (Stankey,
1985)
• Cultural • Visitor Activity Management Process – VAMP
• Economic (Eagles, 2002)
• Psychological • Tourism Optimization Model – TOMM (ibid)
• Physical • Recreation Opportunity Spectrum – ROS (ibid)
• Tourist • Visitor Experience and Resources Protection -
VERP (US Department of Interior, 1997)



What is being offered to tourists and
being bought by them, anyway?

• Suppliers’ point of view
• Consumers’ point of view
• Economic point of view



The Progression of Economic Value
(Pine, 1999, p. 166)
DIFFERENTIATED RELEVANT TO
Pine (1999) argues that 5
different types of Transformations
Experiences

COMPETITIVE POSITION
economic offering can be

NEEDS OF CUSTOMERS
Services
identified and organised
according to their
perceived value and level Goods

of customisation and
Commodities
commoditisation.
UNDIFFERENTIATED IRRELEVANT TO
MARKET PRICE PREMIUM



Economic Distinctions (Pine, 1999)
Economic
Commodities Goods Services Experiences Transformations
Offerings

Economy Agrarian Industrial Service Experience Transformation

Economic
Extract Make Deliver Stage Guide
Function
“Transformations Nature of
Fungible Tangible Intangible Memorable Effectual
Offering
are as distinct from
Key
experiences as Attribute
Natural Standardised Customised Personal Individual

experiences are Method of
Inventoried
Delivered
Revealed
Sustained
Stored in bulk after over a
from services” Supply
production
on demand
duration
through time

Seller Trader Manufacturer Provider Stager Elicitor
(Pine, 1999, pp. 170-1)
Buyer Market Customer Client Guest Aspirant
DEVELOPMENT Features
Factors of
Demand
Characteristics SUSTAINABILITY
Benefits Sensations Traits


The Experience Realms (Pine, 1999, p. 30)

ABSORPTION

“The richest
ENTERTAINMENT EDUCATIONAL
experiences

PARTICIPATION
PARTICIPATION
encompass aspects
PASSIVE

ACTIVE
SWEET
of all four realms.” SPOT

(Pine, 1999, p. 39) ESTHETIC ESCAPIST

IMERSION


Authenticity (Gilmore, 2007)

“People tend to FRAMING THE LANDSCAPE OF AUTHENTICITY
perceive as authentic Commodities Natural Authenticity
that which exists in its
natural state in or of Goods
the earth, remaining
Services
untouched by human
hands; not artificial or Experiences
synthetic” (ibid, 49).
Transformations



FRAMING THE LANDSCAPE OF AUTHENTICITY
“People tend to perceive
as authentic that which Commodities Natural Authenticity
possesses originality in
Goods Original Authenticity
design, being the first of
its kind, never before Services
seen by human eyes, not
a copy or imitation” Experiences
(ibid, 49).
Transformations



“People tend to perceive as
authentic that which is done Commodities Natural Authenticity
exceptionally well, executed
individually and Goods Original Authenticity
extraordinarily by someone
demonstrating human care, Services Exceptional Authenticity
not unfeelingly or
disingenuously performed” Experiences
(ibid, 49).
Transformations




“People tend to perceive FRAMING THE LANDSCAPE OF AUTHENTICITY
as authentic that which Commodities Natural Authenticity
refers to some other
context, drawing Goods Original Authenticity
inspiration from human
history, and tapping into Services Exceptional Authenticity
our shared memories and
Experiences Referential Authenticity
longings; not derivative or
trivial” (ibid, 50). Transformations



“People tend to perceive as
authentic that which exerts Commodities Natural Authenticity
influence on other
entities, calling human Goods Original Authenticity
beings to a higher goal and
providing a foretaste of a Services Exceptional Authenticity
better way; not
inconsequential or without Experiences Referential Authenticity
meaning” (ibid, 50).
Transformations Influential Authenticity



Legendary Brands (Vincent 2002)
Legendary Brands are (…) keys. They stand
for concepts, values and objects that
consumers use to interpret meaning in
Factors of Emergence: their own lives. Consumer perceptions of
• People with flexible Legendary Brands go beyond rational
identities; understanding of quality, function and
• The death of the monetary value. The brands are often
dogma; described as representing the personality
• The advent of the of the consumer. The oft-heard response is
consumerism; that the Legendary Brand is “a lot like me”
• Media saturation and or “a lot like people I admire (…).
story-driven advertising Legendary Brands are based on narrative
construction, and the narrative they tell is
the basis of their OF TOURISM
MARKET DIMENSION emphatic consumer
affinity” (ibid, pp. 7-8).

• Sustentabilidade mercadológica e marketing de
MARKET DIMENSION OF TOURISM DEVELOPMENT SUSTAINABILITY
destinos

Brand Mythology System (Vincent, 2002, p. 22)

World
View and
Sacred
Beliefs
“Just as a hurricane gains
its awesome strength
from the reciprocal
system that fuels it, Brand Brand
Legendary Brands Culture Agent
generate power through
the Brand Mythology
System” (ibid, p. 23).
Brand
Narrative


Story, Narrative, Legend and Myth (Vincent, 2002, p.
63) and Come Walkabout (Tourism Australia, 2004)
Storyteller

First/Third Person Collective/Plural
Story Legend
• No clear point of • Created through
view chain of storytellers

Separable
•Meaning is left •Meaning driven by

Meaning/Emotional Context
largely to the context, storyteller,
audience and
•Usually an objective ethnic/geographic
voice characteristics
Narrative Myth
• Voice/opinion of • Story structure
Inseparable

the storyteller clearly rests in the collective
linked unconscious
• Narrator’s influence •Meaning linked to
MARKET the story provides TOURISMmorals,
on DIMENSION OF timeless
meaning and principles, and
DEVELOPMENTcontext
emotional SUSTAINABILITY beliefs
shared


Legendary Brands and Personal Narrative
(Vincent, 2002, p. 82)
Sequence Pre During Post

Brand
Selection Use Experience
Phase
“The linear
construction of this Narrative Character
Theme Aesthetics
model is designed only Driver and Plot

as a learning aid. In
reality these three Consumer Role Evaluation /
Performance
phases occur Activites Preparation Feedback
simultaneously”
(ibid, p. 83).
How we How the
How we
present our world
Influence define our
identity to responds to
identity
the world our identity


Competitive Advantage

Porter (2004) argues that
the differentiation in terms
of price, innovation and
focus are the sources of
competitive advantage for
businesses and places.



Clusters and Competitive Advantage

Clusters are geographic concentrations of
interconnected companies, specialized
suppliers, service providers, firms in
related industries, and associated
institutions (…) in particular fields that
compete but also cooperate (Porter,
1998, p. 197).



Tourism Clustering

The general assumption behind the
clustering models is a step beyond the
simple benefits to firms and communities
that can be explained by economic
specialization. Clustering is predicated by the
notion that the co-location of like firms will
produce a range of synergies, which if
captured, may enhance the growth of
market size, employment and product. (...)
The Porterian model relies on the
conventional notion that a co-location of like
industries in a geographic concentration can
produce multiplier effects (economic) and
consequent social impactsTOURISM
MARKET DIMENSION OF (externalities)”
(Michael, 2007, p. 22).

destinos

Horizontal Clustering
“Horizontal clustering is the most common
and most easily recognised type of cluster
formation. It occurs where similar or like
Hotel firms from the stage in the value chain for
A
the same industry co-locate in a geographic
area. These firms are competitors, selling
like products using similar productive
Hotel Horizontal Hotel
D Clustering B resources. However, their co-location pools
the potential customer base to increase
total sales, and may sometimes create
Hotel other advantages in terms of product
C
availability, labour supply, shared
information and infrastructure, to reduce
costs or the effects of OF TOURISM
MARKET DIMENSION externalities”
(Michael, 2007, SUSTAINABILITY
DEVELOPMENT p. 25).

destinos

Bonito – Integrated Voucher System

• Incorporated by the Public Sector in
1995 and previously used by the
Private Sector
• 4 prints (Guide, Attraction, Agency/
Operator and Government)
– 32 Inbound Travel Agencies/Tour
Operators
– 80 Tour Guides (registered in the MTur)
– 25 Attractions
• Objectives include: statistics,
formalisation of the economy, increase
of tax collection (40,84% in 2003 with
MARKET DIMENSION OFmethods).
improved collection TOURISM
DEVELOPMENT SUSTAINABILITY Bonito, 1995)
(COMTUR de


Vertical Clustering

“The co-location of firms operating at
Distributer(s) different stages in an industry’s supply
chain is referred to as vertical clustering.
Here, there is an integrated linkage
Hotel(s) between production stages and consumers
that enhances specialization. The close
Distributer(s) proximity between firms minimizes logistics
and distributional costs, and may help to
concentrate labour supply, workforce skills
Producer(s) and market information” (Michael, 2007, p.
26).

destinos

The Tourism Supply Chain

Transport

Guides

Attractions

TOURISM
EXPERIENCE • Linen and Towels
• Toiletries
Accom. • Cleaning Products
• Food and Beverages
• Laundry Services

Restaurants

Others



Produção Associada ao Turismo
(Tourism Associated Production)

• First Stage: 18 Cities out of 57 cities
• Focus on:
– Special cheese producers,
– Gems and jewelry producers,
– Handcrafted cachaça producers
– Craftsmen
(Instituto Estrada Real, 2010b)



Diagonal Clustering
“The clustering typology is expanded to
recognize diagonal clustering, to identify an
increasing concentration of complementary (or
symbiotic) firms. Here, each firm adds value to
Hotels
the activity of others, even though their
products may be quite distinct and clearly
belong to other industry classifications.
Diagonal Diagonal clustering occurs where firms
Others F&B
Clustering working together create a bundle of separate
products and services that the consumer
effectively purchases as a single item. (...) The
Guides co-location of complementary providers adds
value to the tourism experience; while,
conversely, the absence of key services will
probably limit the growth of existing firms”
(Michael, 2007, p. 26).

destinos

Potential Strategies
• Regulation and enforcement, certification,
classification, hierarchisation, selection,
awards, and bidding processes.
• Definition of the destination tourist
carrying capacity and the implementation
of visitor management strategies
• Cooperativism e benchmarking
• Development of a portfolio of experiences
for each target market segment
• Creation of Destination Marketing
Organisation (DMO)
• Advertising campaign focused in the offer
of experiences and not products or
services and based on the development of
a brand mythology system
• Integrated, interactive and synesthetic
information and communication
multimedia systems


Qualification of the Tourism Offer
• globally: 7 World Natural Wonders
(New Open World Corporation, 2010),
World Cup and Olympics bidding
• Regulation and processes (IOC, 2010), World Heritage
enforcement; Listing Process (Unesco World
• Certification; Heritage Centre, 2010);
• Classification; • nationally: the identification of the “65
• Hierarchisation; destinos indutores” (MTur, 2010b), the
• Selection; new hotel classification matrix (MTur,
• Awards; 2010c);
• Bidding processes. • locally: the Fernando de Noronha bed
and breakfast classification matrix
(ADEFN, 2005).


World Heritage and Authenticity
“In determining which venues it places on
its World Heritage List of protected sites,
UNESCO issued ‘Operational Guidelines for
the Implementation of the World Heritage
Convention’ – a set of rules for meeting
the ‘test of authenticity’ based on ‘design,
material, setting, workmanship’ as well as
‘use, tradition, and spirit/feeling.’ The rules
follow the five genres of authenticity:
‘materials’(natural), ‘design’(original),
‘workmanship’ (exceptional), ‘setting’
(referential), and ‘spirit/feeling’
(influential)” (Gilmore, 2007, p. 50).


Ministry of Tourism (MTur, 2010e)

• Tourism Offer Qualification Macro-
Program
– Tourism Normalisation Program
– Tourism Certification Program
– Tourism Professionals Qualification
Program



Carrying Capacity and Visitor Management

• Lord Howe Island Group, Australia: tourist
carrying capacity established as 400 beds
(NSW, 2005).
• Fernando de Noronha Archipelago, Brazil:
carrying capacity of 450 simultaneous
visitors, controlled through the average
daily limit in any month of 130 tourists
entering the island by plane, considering
the average length of stay of 3.4 days per
tourist recorded in 1999 (ADEFN, 2000);
Atalaia beach: Limitation on the number
of tourists allowed per day and restriction
on the use of sunscreen in the coral pools;
Sueste beach: snorkel with floating life
jacket and accredited guide only.


Cooperativism e Benchmarking
• cooperativism: Rotas Sustentáveis, a
result of the Projeto Cooperativas no
Turismo (ITCP-Coppe-UFRJ, 2010), a
partnership between the MTur and
the Incubadora Tecnológica de
Cooperativas Populares of the
Universidade Federal do Rio de
Janeiro;
• benchmarking: Excelência em Turismo:
aprendendo com as melhores
experiências internacionais and
Vivências Brasil: aprendendo com o
MARKET DIMENSION(MTur, 2010a).
turismo nacional OF TOURISM


Tourism Cooperatives Project

• ITCP – COOPE – UFRJ (2010)
• Ministry for Tourism
• Tourism Prone Areas
with Low Human
Development Index
• Incubator to
Associations or
Cooperatives
• Local Production by
Local Communities



Experiences Portfolio per Target Market Segment

• Multidestination strategy: Great Ocean
Road Marketing (GOR Marketing, 2009),
Great Southern Touring Route (GSTR,
2010) Estrada Real (Instituto Estrada Real,
2010a);
• Multiple Destination Strategy: Tourism
Victoria (Austrália) through its advertising
campaign “You’ll Love Every Piece of
Victoria” (Tourism Victoria, 2008);
• Experiences portfolio development:
Projeto Economia da Experiência from
MTur, operated by Instituto Marca Brasil
with the support of Sebrae Nacional
(Instituto Marca Brasil, 2010).


Complexo Estrada Real (1600 km)



Ministry of Tourism (MTur, 2010d)

• Tourism Regionalization Macro-
Program
– Regionalization Planning and
Management Program
– Tourism Segmentation Program
– Tourism Associated Production Program
– PRODETUR



The Experience Economy Project

• 200 Businesses in Five Destinations:
– Região da Uva e do Vinho – RS
– Bonito – MS
– Petrópolis – RJ
– Belém – PA
– Costa do Descobrimento – BA
• Focus groups and interviews with tourists,
followed by training of operators
(Instituto Marca Brasil, 2010)



Destination Brand Management

Tourism Australia: 10 Year Plan for
Tourism (Tourism White Paper)
developed in cooperation with the
Australian tourism business (Australian
Government, 2003) – Partnership with
the private sector to create a Tourist
Marketing Organisation – Tourism
Australia. Its target segment in the
international market being defined as
Experience Seekers (Tourism Australia,
2010). DIMENSION OF TOURISM
MARKET


Experience Seekers (Tourism Australia, 2011)

• “They are experienced international travellers;
• seek out and enjoy authentic personal experiences
they can talk about;
• involve themselves in holiday activities, are sociable
and enjoy engaging with the locals;
“ Show me what to do. • are active in their pursuits and come away having
learnt something;
Show me the people, • are somewhat adventurous and enjoy a variety of
the look on their face – experiences on any single trip;
• place high importance on value and hence critically
something where we go balance benefits with costs;
‘I want to have that • place high value on contrasting experiences (i.e.
different from their day-to-day lives) (...)
experience’ ” • come from households that have higher than average
household income;
US, male. • are tertiary educated.
• are open-minded and have an interest in world affairs.
• are selective about their media consumption.
• are opinion leaders within their peer and social
groups.
• are not characterised by nationality, preferred
holiday style/mode or age.”



These people are avid users of technology
and in both private and business capacities.
They are selective TV viewers, but are higher
“It’s not just about than average consumers of cable channels,
collecting photos” and are predisposed to programmes that
meet their lifestyle and motivation profiles.
Japan, male Intellectual programmes and those with
knowledge content are preferred. The
“We don’t want to feel segment is well versed in global brand
like a tourist. We want communication, and as such would expect
brand communication and content to be
to settle in ...”
available in many forms on a variety of
Germany, female channels including digital. This audience is
also well-connected and likes to learn from
and shareDIMENSION OF TOURISM
MARKET information with their peers.



This segment
constitutes around
30 to 50 per cent of all
potential long haul
outbound travellers
from key source
markets.



Brand Mythology System for NZ

• Tourism New Zealand, since 1999:
World 100% Pure New Zealand (Tourism New
View and
Sacred Zealand, 2009).
Beliefs
• Narrative: “Youngest country on
Brand Brand
earth”
Culture Agent
• World View and Sacred Beliefs:
Lifestyle
Brand
Narrative
• Brand Agent: Lord of the Rings Trilogy
(Vincent, 2002)
• Brand Culture: YouTube, Twitter, Flickr
and Facebook


100% Pure New Zealand YouTube Channel (Tourism New Zealand, 2010d)

•LEONARDO NOGUEIRA DE MORAES mercadológica e marketing de
Sustentabilidade MARKET DIMENSION OF TOURISM DEVELOPMENT SUSTAINABILITY

100% Pure New Zealand Flickr (Tourism New Zealand, 2010c)


100% Pure New Zealand Twitter (Tourism New Zealand, 2010b)


100% Pure New Zealand Facebook Page (Tourism New Zealand, 2010a)


Experiential Communication
• Technological Convergence:
– Mobility;
– Communication (audio, images, video and data)
through different types of networks (GSM, GPRS,
EDGE, 3G, WiFi);
– Location, Movement and Environment perception
and registration: GPS, digital compass, digital
capture of image and sound, accelerometers,
proximity sensors, light sensors, three axis
gyroscopes);
• Social Networks and multimedia
communication tools:
– Facebook;
– Twitter,
– Skype,
– Vimeo, YouTube,
– Blogs, photologs, travelogs and travelpods
• Apps
• BioMapping (Nold, 2010)
• Sensorial Brands, as proposed by Gobé (2001)
and Lindström (2005)


Map of Senses – City of São Paulo

• Website Survey on São Paulo’s tourist
attractions and their relation to the
five senses – 600 respondents and
2000 nominations
• 20 places were tested with tourists
and their sensations measured
through BioMapping technology
• Map was published in September
2009
• Some of its core elements are being
used in the new brand for the
destination
(São Paulo Turismo, 2009)


BioMapping (Nold, 2010)

• Lie Detector + GPS (biomapping.net)
• Communal Emotion Maps



There’s Nothing Like Australia Map (Tourism Australia, 2010)


Final Remarks

• Some of the presented cases still
cannot be proved as successful
• Challenges include: coordination of
different levels, different agents within
same levels, different agents from
different sectors and sometimes
different levels, not to mention a
plethora of governmental institutions
• The role of Ethics and Leadership
• Tourism and Globalisation
• GlocalDIMENSION OF TOURISM
MARKET Destinations


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Administração do Distrito Estadual de Fernando de Noronha.

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Fernando de Noronha, Administração do Distrito Estadual de Fernando de Noronha.

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