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Mobile marketing of the Brazilian Tourist Board : Case study of Brazil Mobile application

Mobile technologies are emerging as an important distribution platform for mobile tourism (mtourism). The aim of this study is to investigate the mobile marketing of the Brazilian government to promote the country as an international tourism destination. This paper presents a preliminary analysis of travel guide application (app) for mobile devices named Brazil Mobile, launched by the Brazilian Tourist Board (EMBRATUR). Brazil Mobile app contains travel guides versions to various cities, which include the majority host cities for the 2014 FIFA World Cup in Brazil. The research methods used were a literature review, and a content analysis of travel guide app related to six aspects: Accessibility; Information; Interactivity; Entertainment; Navigation, and Transactional. It may be possible to conclude that Brazil Mobile app offers basic content to travellers. Thus, it would become more interesting if could explore mobile marketing features as interactivity, customisation, transactional, and entertainment according to the tourists preferences.