LEISURE AND EDUCATION IN URBAN PARKS: THE VISUAL COMMUNICATION IN IBIRAPUERA PARK

This present research is part of the thematic axis Leisure, Information and Communication Technologies and is related to tourism usufruct in urban parks, analyzing the visual communication in Ibirapuera Park as one of the essential elements of hospitality. The methodological procedure adopted was qualitative, combining participant observation and semi-structured questionnaire application. The participant observation made it possible to verify the lack of signs in general at the gates that give access to the park and inside the park. From the data collection, it was possible to understand that most of the interviewees indicated the visual communication of the park with the regular concept, emphasizing that the signaling is insufficient to direct a public in such park especially on weekends. Therefore, it is concluded that visual communication is an important element for leisure education, making the environment more hospitable and in this sense, the Ibirapuera Park does not seem to be as welcoming an environment as it could be. Possible solutions are: the signage insertion in park strategic locations, the mobile application promotion developed by the park itself and its availability in two more languages (English and Spanish), as well as the contracting of tourist guides and socio-cultural animators to meet and guide visitors.