REMAKE OF THE SOAP OPERA RENASCER AND THE VALORIZATION OF REGIONAL TOURISM

THE CASE OF THE MUNICIPALITY OF CACHOEIRAS DE MACACU, RJ

Abstract

This article presents a reflection on audiovisual-induced tourism based on the remake of the soap opera Renascer, broadcast on television by Rede Globo in 2024. The aim of this article is to identify the impact/effect of audiovisual-induced tourism from the soap opera Renascer in the municipality of Cachoeiras de Macacu, where emblematic scenes from the remake were filmed. The study, of a qualitative and exploratory nature, used bibliographical research, semi-structured interviews with local tourism sector players and content analysis as research techniques. The results show that the screening of the soap opera had a positive impact, as it led to an increase in the number of tourists and visitors, as well as actions by the local government, which sought to link the local attractions portrayed with the soap opera brand through banners at strategic points in the municipality.