A sazonalidade no turismo de artesanato em Campina Grande.

Abstract

This research investigates the effects of the seasonality of the June festivities on handicraft tourism in Campina Grande, focusing on the challenges and opportunities faced by artisans in the post-festive period. The methodology adopted was a qualitative approach and a case study focused on the local reality. The theoretical basis explores the connection between tourism, seasonal variations and the creative economy, focusing on the effect of large events on the sale of handicrafts in the region. The empirical findings demonstrate that, after the festivities, artisans face a significant drop in sales volume, leading to a reduction in production and, in some cases, temporary or permanent abandonment of the activity. As a result, the lack of consolidated promotion and marketing strategies throughout the year limits the insertion of handicraft products into broader markets. Some individual initiatives, such as online sales and participation in external fairs, emerge as alternatives to minimize the effects of seasonality, but they still lack institutional support. It is concluded that the diversification of cultural events, investments in marketing and structured support for crafts are essential strategies to reduce dependence on June festivities and promote greater economic stability in the sector.