Creative-based activities in the associations of the Brazilian Long-Distance Trail Network: typification based on creative industry models

Abstract

The study addresses creative activities as a means of boosting long-distance trails in Brazil. This is an exploratory research that examines the actions of 24 associations of the Rede Brasileira de Trilhas [Brazilian Trails Network], which adhere to the public policy RedeTrilhas — Rede Nacional de Trilhas de Longo Curso e Conectividade [National Network of Long-Distance Trails and Connectivity]. All 24 official websites were accessed and analyzed, as well as their respective social media plataforms. To classify creative activities, we used as a reference the operational models of the creative economy proposed by the Industry Federation of the State of Rio de Janeiro (FIRJAN) and INOVA-RS. Data analysis revealed the concentration of creative actions in the following areas: digital marketing and communication, with content production for websites, social media and platforms; brand design and related products; production of editorial content. It is noteworthy, however, that, in addition to these predominant areas, we identified other activities in the creative segments, such as cultural, artistic and technical-scientific productions. We conclude that the actions organized by the associations go beyond technical trail demarcation actions, configuring themselves as a synergistic space for various creative professional activities, generating job opportunities in tourism, environmental management and other segments of the creative industries.