Fonte: Journal of Tourism & Development; 2012: E1; 77-92
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Resumo: Universities and the marketing world are immersed, each in their own way, in the processes of change and renewal. It is fundamental that universities approach businesses more, trying to collaborate and for companies to understand that students are co-creator of their learning experience.Companies must reach the public and consumers through interaction and sharing of experiences to improve understanding, advocacy as well as memories. From a marketing perspective, the characteristics that make the experience more effective and attractive are dialogue, interaction, entertainment and experiential learning. This work intends to analyze the phenomenon of company visits from the point of view of the educational centers (university) and perspective of the companies.It is understood that the experimental learning for students and the experiential marketing for the companies is the formula that unites cinegetically the interests of both. The need to showcase the business reality to students coupled with the need for collaboration with the public by the companies are, in this context, the link to the approach and development of this tourism type.
