The importance of tourism intelligence for the management of the destination João Pessoa-PB

Authors

DOI:

https://doi.org/10.59776/2764-5835.2026.8464

Keywords:

tourism intelligence;, sustainable tourism;, tourism economy;, tourism demand.

Abstract

Tourism intelligence plays a strategic role in destination management by supporting planning, public policy
development, and evidence-based decision-making. This study aimed to analyze the profile of tourist demand and
visitors' evaluation of their experience in João Pessoa, Paraíba, highlighting the importance of tourism intelligence for strengthening destination management. A qualitative and quantitative approach was adopted using primary
data collected through structured questionnaires administered to 1,935 tourists and visitors during February 2026.
The data were analyzed using Artificial Intelligence tools, descriptive statistics, and interactive dashboards
developed in Power BI. The results reveal a predominance of domestic tourists, mainly motivated by leisure, a
high level of satisfaction with the destination experience, and a strong intention to recommend the city. However,
challenges related to urban mobility, tourist signage, cleanliness, and infrastructure were also identified. The study
concludes that tourism intelligence is an essential tool for monitoring tourist demand, improving public and private
management, and strengthening the competitiveness and sustainability of the destination.

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Author Biographies

Francisco Coelho Mendes, Universidade Federal da Paraíba

1 Doutorado em Ciência, Tecnologia e Inovação Agropecuária (UFRRJ). Professor na Universidade Federal da
Paraíba (UFPB). CV: http://lattes.cnpq.br/8184612809361335.

Diego Teixeira Marques, Universidade Federal da Paraíba

2 MBA em Ciência de Dados (Universidade de Fortaleza). Colaboradora do OTPB na Universidade Federal da
Paraíba (UFPB). CV: https://lattes.cnpq.br/7203752705697989.

Márcia Félix da Silva, Universidade Federal da Paraíba

Doutorado em Recursos Naturais (UFCG). Professora na Universidade Federal da Paraíba (UFPB). CV:
https://lattes.cnpq.br/9951877106286236.

Capa da 4ª Mostra de Pesquisa Científica e Mercadológica da RBOT, com o logotipo da revista ReBOT no topo e uma ilustração de um parque turístico ao pôr do sol, destacando o título do evento e a marca da UERN na parte inferior.

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Published

2026-09-15

How to Cite

COELHO MENDES, Francisco; TEIXEIRA MARQUES, Diego; FÉLIX DA SILVA, Márcia. The importance of tourism intelligence for the management of the destination João Pessoa-PB. BRAZILIAN JOURNAL OF TOURISM OBSERVATORIES (ReBOT), [S. l.], v. 5, n. 2, p. 105–118, 2026. DOI: 10.59776/2764-5835.2026.8464. Disponível em: https://homologacaoperiodicos.apps.uern.br/index.php/ReBOT/article/view/8464. Acesso em: 11 oct. 2026.

Issue

Vol. 5 No. 2 (2026): 4th RBOT Scientific and Market Research Showcase

Section

Articles

License

Copyright (c) 2026 BRAZILIAN JOURNAL OF TOURISM OBSERVATORIES (ReBOT)

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