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Marketing digital e redes sociais no turismo: o caso de Salvador da Bahia, Brasil
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Orientador(es)
Resumo(s)
A relação entre o marketing digital, as redes sociais e o turismo têm sido cada vez mais um tema de interesse na medida em que organizações públicas e privadas atualizam-se e de-senvolvem novas ações estratégicas para atuar em meio às novas tecnologias. No entanto, a literatura indica que este cenário é ainda novo e são vários os caminhos a serem percorridos para que seja alcançado um bom planeamento que contenha esses três elementos. Quando este contexto abrange a área turística, o que se observa é uma relação entre os consumidores e as empresas e entidades do setor, permeada pelo espaço online, bem como as divulgações e o retorno do público-alvo a respeito de atividades dentro da cadeia turística. Estas conexões e contextualizações podem ser abrangidas, avaliadas e melhor calculadas com as ferramen-tas de marketing digital. Compreender de que modo se dão estas interligações torna-se fun-damental para comprovar os efeitos gerados na comunicação e na movimentação turística de uma região. Desta forma, o presente estudo objetivou verificar o planeamento estratégico (2017 – 2020) da Prefeitura de Salvador da Bahia, Brasil, que foi desenvolvido com tendo em foco a comunicação digital para impulsionar o turismo da cidade. O método empregue para a análise foi o de generalização analítica, com uma pesquisa qualitativa que assumiu uma linha exploratória. Como conclusão foi possível identificar que a combinação entre o marketing digital, as redes sociais e o turismo podem alcançar implicações positivas, mesmo na esfera pública. No que se refere a futuras linhas de investigação, a finalidade seria a de ampliar o estudo, desta vez através de inquéritos, para entender de que maneira é que os visitantes começaram a observar a imagem da cidade no meio online. A intenção seria a de, ainda, conferir a perceção dos turistas após a visita.
ABSTRACT: The relationship between digital marketing, social networks and tourism has been a subject of great interest, as public and private organizations are updated and develop strategies to act in the midst of new technologies. However, the literature indicates that this scenario is still new and there are several paths to be followed in order to achieve good planning that contains these three pillars. When this context refers to tourism, there is a relationship between consumers, companies and sector entities, permeated by the digital environment, as well as the disclosures and the return of the target audience regarding ac-tivities within the tourist chain. These connections and contextualizations can be covered, evaluated and better understood with digital marketing tools. Understanding how these interconnections occur is essential to prove the effects generated in the communication and tourism of a region. Thus, the present study aimed to verify the strategic planning (2017 - 2020) of the City Hall of Salvador da Bahia, Brazil, which was developed with a focus on digital communication to boost city tourism. The method used for the analysis was analyti-cal generalization, with a qualitative research that assumed an exploratory line. As a conclu-sion, it was possible to identify that the combination of digital marketing, social networks and tourism can have positive implications, even in the public sphere. With regard to future lines of investigation, the purpose would be to expand the study, this time through surveys. It would be interesting to understand how visitors came to observe the city’s image online. The intention would also be to check the perception of tourists after visiting.
ABSTRACT: The relationship between digital marketing, social networks and tourism has been a subject of great interest, as public and private organizations are updated and develop strategies to act in the midst of new technologies. However, the literature indicates that this scenario is still new and there are several paths to be followed in order to achieve good planning that contains these three pillars. When this context refers to tourism, there is a relationship between consumers, companies and sector entities, permeated by the digital environment, as well as the disclosures and the return of the target audience regarding ac-tivities within the tourist chain. These connections and contextualizations can be covered, evaluated and better understood with digital marketing tools. Understanding how these interconnections occur is essential to prove the effects generated in the communication and tourism of a region. Thus, the present study aimed to verify the strategic planning (2017 - 2020) of the City Hall of Salvador da Bahia, Brazil, which was developed with a focus on digital communication to boost city tourism. The method used for the analysis was analyti-cal generalization, with a qualitative research that assumed an exploratory line. As a conclu-sion, it was possible to identify that the combination of digital marketing, social networks and tourism can have positive implications, even in the public sphere. With regard to future lines of investigation, the purpose would be to expand the study, this time through surveys. It would be interesting to understand how visitors came to observe the city’s image online. The intention would also be to check the perception of tourists after visiting.
Descrição
Palavras-chave
Internet Marketing digital Redes sociais Turismo Salvador da Bahia-Brasil Digital marketing Social networks Tourism
Contexto Educativo
Citação
SANDES, Jessica ; CONSTANTINI, Miguel ; ANDRADE, Naiara (2020) - Marketing digital e redes sociais no turismo : o caso de Salvador da Bahia, Brasil. GESTIN. ISSN 1645-2534. Ano 16, nº 20/21, p. 123-134.
Editora
Escola Superior de Gestão de Idanha-a-Nova