Marketing of places and sustainable development in regions of low population density: a look at the south of Brazil, from the point of view of local public managers/ Marketing de lugares e desenvolvimento sustentavel em regioes de baixa densidade demografica: um olhar para o sul do Brasil, sob a otica de gestores publicos locais

The present study aimed to analyze the result of a quantitative and descriptive research that was applied to 20 municipalities in the Northwest Frontier Region of the State of Rio Grande do Sul. The research analyzed the evaluation of mayors regarding the current situation of marketing of places, focused on the infrastructure of cities, through categories of satisfaction and/or dissatisfaction. This study also highlights the strengths and weaknesses of cities. The statistical method of distribution of relative frequencies and the technique of content analysis were used for the analysis and interpretation of the collected data. The results show that there is satisfaction from municipal governments, especially regarding public health and public education. Dissatisfactions are related to air transport, technology and science parks and cycle paths. Agribusiness, industrial and tourist activities are the main potential of the region. The reduction in population and logistical infrastructure are among the main weaknesses, according to the assessment of regional governments. Keywords: Cities. Infrastructure. Place Marketing. O presente estudo teve por objetivo compreender a percepcao dos prefeitos a respeito dos elementos do marketing de lugares, com foco em estrategias de marketing de infraestrutura e das principais potencialidades e fragilidades das cidades. O metodo estatistico de distribuicao de frequencias relativas e a tecnica de analise de conteudo foram empregados para a analise e interpretacao dos dados coletados. Os achados evidenciam que existe satisfacao das prefeituras, principalmente sobre a saude publica e a educacao publica. As insatisfacoes estao relacionadas, basicamente, ao servico de transporte aereo, parques tecnologicos e cientificos e ciclovias. As atividades do agronegocio, industriais e turisticas sao as principais potencialidades da regiao. A reducao da populacao e infraestrutura logistica estao entre as principais fragilidades, segundo avaliacao das prefeituras da regiao. Palavras-chave: Marketing de Lugares. Infraestrutura. Cidades.