Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook
Autor(a) principal: | |
---|---|
Data de Publicação: | 2016 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Brasileira de Pesquisa em Turismo |
Texto Completo: | https://rbtur.org.br/rbtur/article/view/1119 |
Resumo: | Social networks like Facebook have revolutionized communication strategies of the brands and its effects are clear and deep, and have transformed the way in which society is communicated to changed perceptions and social norms and, therefore, have transformed the dynamics of communication. In this sense, it is pertinent to analyze the presence of Termas of Centre of Portugal in social networks is essential, once that allows them to transmit information about their services and products. The aim of this study is to measure, through digital indicators, the level of interaction of the Termas of Centre of Portugal (in the official pages of Facebook) with his audience, in order to compare and measure the participation and interaction of each one of the pages with their users, and thus help managers to develop content strategies that make possible increasing the level of participation of the fans to the brand. The choice of Termas which are establishments where health care is provided, in which it is performed harnessing the therapeutic properties of a medicinal mineral water for prevention of ailments, therapeutic, etc., it is based on the importance today is acquiring health tourism in Portugal, being Termas its main representative. The working methodology is based on quantitative analysis using the analysis of digital metrics PageMarch and Kaushik together with an analysis of the content of the official website of Termas on Facebook. The sampling process was non-probabilistic intentional and collection was carried out between June and October 2015.It is observed that the amount of information available on the pages, just for them, is not responsible for the increased level of commitment. It was verified that most of the pages of the Termas of Centre of Portugal on Facebook, do not take this tool, which Facebook has become, in order to communicate through Electronic Word-of-mouse with your audience. |
id |
ANPPGT-1_c45b698bbfb58fc21367b63b979fff2a |
---|---|
oai_identifier_str |
oai:ojs.emnuvens.com.br:article/1119 |
network_acronym_str |
ANPPGT-1 |
network_name_str |
Revista Brasileira de Pesquisa em Turismo |
repository_id_str |
|
spelling |
Level of commitment of the fans of the Thermas of Centre of Portugal in FacebookNivel de compromiso de los fans de las Termas del Centro de Portugal en el FacebookNível de engagement dos fãs das Termas do Centro de Portugal no FacebookBrand Engagement. Facebook. Thermal Tourism. Central Portugal.Brand Engagement. Facebook. Turismo Termal. Centro de Portugal.Brand Engagement. Facebook. Turismo Termal. Centro de Portugal.Social networks like Facebook have revolutionized communication strategies of the brands and its effects are clear and deep, and have transformed the way in which society is communicated to changed perceptions and social norms and, therefore, have transformed the dynamics of communication. In this sense, it is pertinent to analyze the presence of Termas of Centre of Portugal in social networks is essential, once that allows them to transmit information about their services and products. The aim of this study is to measure, through digital indicators, the level of interaction of the Termas of Centre of Portugal (in the official pages of Facebook) with his audience, in order to compare and measure the participation and interaction of each one of the pages with their users, and thus help managers to develop content strategies that make possible increasing the level of participation of the fans to the brand. The choice of Termas which are establishments where health care is provided, in which it is performed harnessing the therapeutic properties of a medicinal mineral water for prevention of ailments, therapeutic, etc., it is based on the importance today is acquiring health tourism in Portugal, being Termas its main representative. The working methodology is based on quantitative analysis using the analysis of digital metrics PageMarch and Kaushik together with an analysis of the content of the official website of Termas on Facebook. The sampling process was non-probabilistic intentional and collection was carried out between June and October 2015.It is observed that the amount of information available on the pages, just for them, is not responsible for the increased level of commitment. It was verified that most of the pages of the Termas of Centre of Portugal on Facebook, do not take this tool, which Facebook has become, in order to communicate through Electronic Word-of-mouse with your audience.Las redes sociales como el Facebook han revolucionado las estrategias de comunicación de las marcas, han transformado la forma en la que la sociedad se comunica al cambiar las percepciones y las normas sociales y, por lo tanto, las dinámicas de la comunicación. En este sentido, es pertinente analizar la presencia de las Termas del Centro de Portugal en las redes sociales, una vez que, permite a las mismas transmitir información sobre sus servicios y productos. El objetivo de este estudio es medir, a través de indicadores digitales, el nivel de interacción de las Termas del Centro de Portugal en las páginas oficiales del Facebook con su público, con el fin de comparar y medir la participación e interacción de cada una de las páginas con sus usuarios, y así ayudar a los administradores en el desarrollo de estrategias de contenido que posibiliten aumentar el nivel de participación de los fans con la marca. La elección de las Termas que son establecimientos donde se prestan cuidados de salud, en el cual se realiza el aprovechamiento de las propiedades terapéuticas de un agua minero-medicinal para fines de prevención de dolencias, terapéuticos, etc., se basó en la importancia que en la actualidad está adquiriendo el turismo de salud en Portugal, siendo las Termas su principal representante. La metodología de trabajo se basó en análisis cuantitativo utilizando el análisis de las métricas digitales PageMarch y Kaushik junto con un análisis del contenido de las páginas oficiales de las Termas en Facebook. El proceso de muestreo fue no probabilístico intencional y la recogida se realizó entre los meses de junio a octubre de 2015. Se observó que la cantidad de información disponible en las páginas, sólo por ellas, no es responsable del aumento del nivel de compromiso. Se verificó, que la mayoría de las páginas de las Termas del Centro de Portugal en Facebook, no aprovechan esta herramienta, en la que Facebook se ha convertido, con el fin de comunicarse a través de Electronic Word-of-mouse con su público.As redes sociais, tais como o Facebook, revolucionaram as estratégias de comunicação das marcas transformando o modo como a sociedade se comunica ao modificar percepções e normas sociais e, portanto, as dinâmicas da comunicação. Neste sentido, tornou-se pertinente analisar a presença das Termas do Centro de Portugal, nas redes socias, uma vez que, as mesmas permitem transmitir informação sobre os seus serviços e produtos. O objetivo deste trabalho é medir, o nível de interação das Termas do Centro de Portugal com o seu público, de forma a comparar e a medir o envolvimento e a interação de cada uma das páginas com seus os utilizadores, e assim, poder auxiliar os gestores na elaboração de estratégias de conteúdos que possibilitem aumentar o grau de envolvimento dos fãs com a marca. A escolha das Termas, que são estabelecimentos onde se presta serviços de saúde, no qual se realiza o aproveitamento das propiedades terapêuticas de uma água minero-medicinal para fins de prevenção a doenças, terapias, etc., baseou-se na importância que o setor de turismo de saúde em Portugal está adquirindo na atualidade, sendo as Termas seu principal representante. A metodologia do trabalho baseou-se em análises quantitativas utilizando a análise das métricas digitais PageMatch e Kaushik junto com uma análise de conteúdo das páginas oficiais das termas no Facebook. O processo de amostragem foi não probabilista intencional e a recolha dos dados se realizou entre os meses de junho a outubro de 2015. Compreendeu-se que a quantidade de informação disponibilizada nas páginas não é a responsável pelo o aumento do nível de Engagement. Verificou-se ainda, que a maioria das páginas de Facebook das Termas do Centro de Portugal, não potencializam essa ferramenta.Anptur2016-05-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer reviewedEvaluado por paresAvaliado por paresapplication/pdfhttps://rbtur.org.br/rbtur/article/view/111910.7784/rbtur.v10i2.1119Revista Brasileira de Pesquisa em Turismo; Vol. 10 No. 2 (2016): May/August; 233-253Revista Brasileira de Pesquisa em Turismo; Vol. 10 Núm. 2 (2016): Mayo/Agosto; 233-253Revista Brasileira de Pesquisa em Turismo; v. 10 n. 2 (2016): maio/agosto; 233-2531982-6125reponame:Revista Brasileira de Pesquisa em Turismoinstname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)instacron:ANPPGTporhttps://rbtur.org.br/rbtur/article/view/1119/713Copyright (c) 2016 Revista Brasileira de Pesquisa em Turismoinfo:eu-repo/semantics/openAccessTorres, Maria FilomenaGarcía, José ÁlvarezDel Río Rama, María de la CruzCoutinho Pires dos Santos, Barbara2020-06-01T22:11:55Zoai:ojs.emnuvens.com.br:article/1119Revistahttps://rbtur.org.br/rbturONGhttps://rbtur.org.br/rbtur/oai||edrbtur@gmail.com|| glauber.santos@usp.br1982-61251982-6125opendoar:2020-06-01T22:11:55Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)false |
dc.title.none.fl_str_mv |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook Nivel de compromiso de los fans de las Termas del Centro de Portugal en el Facebook Nível de engagement dos fãs das Termas do Centro de Portugal no Facebook |
title |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
spellingShingle |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook Torres, Maria Filomena Brand Engagement. Facebook. Thermal Tourism. Central Portugal. Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. |
title_short |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
title_full |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
title_fullStr |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
title_full_unstemmed |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
title_sort |
Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
author |
Torres, Maria Filomena |
author_facet |
Torres, Maria Filomena García, José Álvarez Del Río Rama, María de la Cruz Coutinho Pires dos Santos, Barbara |
author_role |
author |
author2 |
García, José Álvarez Del Río Rama, María de la Cruz Coutinho Pires dos Santos, Barbara |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Torres, Maria Filomena García, José Álvarez Del Río Rama, María de la Cruz Coutinho Pires dos Santos, Barbara |
dc.subject.por.fl_str_mv |
Brand Engagement. Facebook. Thermal Tourism. Central Portugal. Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. |
topic |
Brand Engagement. Facebook. Thermal Tourism. Central Portugal. Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. |
description |
Social networks like Facebook have revolutionized communication strategies of the brands and its effects are clear and deep, and have transformed the way in which society is communicated to changed perceptions and social norms and, therefore, have transformed the dynamics of communication. In this sense, it is pertinent to analyze the presence of Termas of Centre of Portugal in social networks is essential, once that allows them to transmit information about their services and products. The aim of this study is to measure, through digital indicators, the level of interaction of the Termas of Centre of Portugal (in the official pages of Facebook) with his audience, in order to compare and measure the participation and interaction of each one of the pages with their users, and thus help managers to develop content strategies that make possible increasing the level of participation of the fans to the brand. The choice of Termas which are establishments where health care is provided, in which it is performed harnessing the therapeutic properties of a medicinal mineral water for prevention of ailments, therapeutic, etc., it is based on the importance today is acquiring health tourism in Portugal, being Termas its main representative. The working methodology is based on quantitative analysis using the analysis of digital metrics PageMarch and Kaushik together with an analysis of the content of the official website of Termas on Facebook. The sampling process was non-probabilistic intentional and collection was carried out between June and October 2015.It is observed that the amount of information available on the pages, just for them, is not responsible for the increased level of commitment. It was verified that most of the pages of the Termas of Centre of Portugal on Facebook, do not take this tool, which Facebook has become, in order to communicate through Electronic Word-of-mouse with your audience. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-05-10 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer reviewed Evaluado por pares Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbtur.org.br/rbtur/article/view/1119 10.7784/rbtur.v10i2.1119 |
url |
https://rbtur.org.br/rbtur/article/view/1119 |
identifier_str_mv |
10.7784/rbtur.v10i2.1119 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://rbtur.org.br/rbtur/article/view/1119/713 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Revista Brasileira de Pesquisa em Turismo info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Revista Brasileira de Pesquisa em Turismo |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Anptur |
publisher.none.fl_str_mv |
Anptur |
dc.source.none.fl_str_mv |
Revista Brasileira de Pesquisa em Turismo; Vol. 10 No. 2 (2016): May/August; 233-253 Revista Brasileira de Pesquisa em Turismo; Vol. 10 Núm. 2 (2016): Mayo/Agosto; 233-253 Revista Brasileira de Pesquisa em Turismo; v. 10 n. 2 (2016): maio/agosto; 233-253 1982-6125 reponame:Revista Brasileira de Pesquisa em Turismo instname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) instacron:ANPPGT |
instname_str |
Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) |
instacron_str |
ANPPGT |
institution |
ANPPGT |
reponame_str |
Revista Brasileira de Pesquisa em Turismo |
collection |
Revista Brasileira de Pesquisa em Turismo |
repository.name.fl_str_mv |
Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) |
repository.mail.fl_str_mv |
||edrbtur@gmail.com|| glauber.santos@usp.br |
_version_ |
1797675688514289664 |