Tourism, heritage and culture in the age of social networks: a case study. #We travel to share
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34624/rtd.v0i32.20480 |
Resumo: | This study is the result of an exploratory and descriptive investigation, starting from a broad review of the literature on tourism, heritage and culture in the era of social networks. Tourism is characterized as a sector that uses the image more to promote and attract visitors, especially through the sharing of photographs and experiences in social networks, thus exerting an influence when choosing a destination. The digital platforms are powerful tools in the relationship, capture and customer loyalty, and these are increasingly influencing new consumer behaviors, forcing new practices in tourism communication. With this new paradigm, the strategies and tools of traditional communication and marketing of tourism destinations are less effective, forcing the change of what is to be communicated, such as "When and How". In this sense, this study analyzes, as a case study, the communication strategy and social networks of the destination as a motivating factor in the choice and intention to visit, such as recognizing the importance of digital culture and social networks in the projection of cultural heritage as a factor of tourism. Thus, the subject is very relevant, effective and current in a business perspective, as it allows the brands to perceive how the posture of consumers and products can be affected. The aim is to contribute to and recognize the feasibility and highlight of the photographs in social networks, by evaluating the products offered and promoted by APM - Madeira Promotion Association of one of the most consolidated and recognized destinations in the world, recognize the effect of viewing photos of the destination Madeira, on their Facebook page - "Visit Madeira", by quantifying the interactions in their publications. |
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Tourism, heritage and culture in the age of social networks: a case study. #We travel to shareTurismo, património e cultura na era das redes sociais: um estudo de caso. #Viajamos para partilharThis study is the result of an exploratory and descriptive investigation, starting from a broad review of the literature on tourism, heritage and culture in the era of social networks. Tourism is characterized as a sector that uses the image more to promote and attract visitors, especially through the sharing of photographs and experiences in social networks, thus exerting an influence when choosing a destination. The digital platforms are powerful tools in the relationship, capture and customer loyalty, and these are increasingly influencing new consumer behaviors, forcing new practices in tourism communication. With this new paradigm, the strategies and tools of traditional communication and marketing of tourism destinations are less effective, forcing the change of what is to be communicated, such as "When and How". In this sense, this study analyzes, as a case study, the communication strategy and social networks of the destination as a motivating factor in the choice and intention to visit, such as recognizing the importance of digital culture and social networks in the projection of cultural heritage as a factor of tourism. Thus, the subject is very relevant, effective and current in a business perspective, as it allows the brands to perceive how the posture of consumers and products can be affected. The aim is to contribute to and recognize the feasibility and highlight of the photographs in social networks, by evaluating the products offered and promoted by APM - Madeira Promotion Association of one of the most consolidated and recognized destinations in the world, recognize the effect of viewing photos of the destination Madeira, on their Facebook page - "Visit Madeira", by quantifying the interactions in their publications.Este estudo é o resultado de uma investigação exploratória e descritiva, que parte de uma revisão ampla de literatura sobre o tema turismo, património e cultura na era das redes sociais. O turismo caracteriza-se como um setor que mais utiliza a imagem para se promover e atrair visitantes, especialmente por meio da partilha de fotografias e experiências nas redes sociais, exercendo assim, uma inufluência, a quando da escolha de um destino. As plataformas digitais são poderosíssimas ferramentas no relacionamento, captação e fidelização de clientes, e estando estas a influenciar cada vez mais, novos comportamentos do consumidor, obrigando a novas práticas em comunicação turística. Com este novo paradigma, as estratégias e ferramentas de comunicação e marketing tradicionais dos destinos turísticos mostram-se menos efetivas, obrigando assim à mudança do que se deve comunicar, tal como, Quando e Como. Neste sentido este estudo analisa, enquanto estudo de caso, a estratégia de comunicação e redes sociais do destino como fator motivador na escolha e intenção de visita, tal como reconhecer a importância da cultura digital e das redes sociais na projeção do patrimônio cultural enquanto fator de valorização turística. Assim, o tema abordado, faz-se muito relevante, eficaz e atual numa perspetiva empresarial, na medida em que permite às marcas perceberem como a postura dos consumidores e dos produtos pode ser afetada. Pretende-se assim contribuir e reconhecer a viabilidade e o destaque das fotografias no seio das redes sociais, através da avaliação dos produtos oferecidos e promovidos pela APM - Associação de Promoção da Madeira de um dos destinos mais consolidados e reconhecidos do mundo, ou seja, reconhecer o efeito da visualização de fotografias do destino Madeira, na sua página de Facebook Visit Madeira, através da quanticação das interações nas suas publicações.Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro2019-01-01T00:00:00Zjournal articlejournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.34624/rtd.v0i32.20480oai:proa.ua.pt:article/20480Journal of Tourism & Development; No 32 (2019); 171-194Revista Turismo & Desenvolvimento; n.º 32 (2019); 171-1942182-14531645-9261reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/rtd/article/view/20480https://doi.org/10.34624/rtd.v0i32.20480https://proa.ua.pt/index.php/rtd/article/view/20480/14852https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessMendes, GeraldineTeixeira, Sérgio Jesus2022-09-26T10:57:34Zoai:proa.ua.pt:article/20480Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:06:11.883093Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share Turismo, património e cultura na era das redes sociais: um estudo de caso. #Viajamos para partilhar |
title |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share |
spellingShingle |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share Mendes, Geraldine |
title_short |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share |
title_full |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share |
title_fullStr |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share |
title_full_unstemmed |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share |
title_sort |
Tourism, heritage and culture in the age of social networks: a case study. #We travel to share |
author |
Mendes, Geraldine |
author_facet |
Mendes, Geraldine Teixeira, Sérgio Jesus |
author_role |
author |
author2 |
Teixeira, Sérgio Jesus |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Mendes, Geraldine Teixeira, Sérgio Jesus |
description |
This study is the result of an exploratory and descriptive investigation, starting from a broad review of the literature on tourism, heritage and culture in the era of social networks. Tourism is characterized as a sector that uses the image more to promote and attract visitors, especially through the sharing of photographs and experiences in social networks, thus exerting an influence when choosing a destination. The digital platforms are powerful tools in the relationship, capture and customer loyalty, and these are increasingly influencing new consumer behaviors, forcing new practices in tourism communication. With this new paradigm, the strategies and tools of traditional communication and marketing of tourism destinations are less effective, forcing the change of what is to be communicated, such as "When and How". In this sense, this study analyzes, as a case study, the communication strategy and social networks of the destination as a motivating factor in the choice and intention to visit, such as recognizing the importance of digital culture and social networks in the projection of cultural heritage as a factor of tourism. Thus, the subject is very relevant, effective and current in a business perspective, as it allows the brands to perceive how the posture of consumers and products can be affected. The aim is to contribute to and recognize the feasibility and highlight of the photographs in social networks, by evaluating the products offered and promoted by APM - Madeira Promotion Association of one of the most consolidated and recognized destinations in the world, recognize the effect of viewing photos of the destination Madeira, on their Facebook page - "Visit Madeira", by quantifying the interactions in their publications. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-01-01T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/rtd.v0i32.20480 oai:proa.ua.pt:article/20480 |
url |
https://doi.org/10.34624/rtd.v0i32.20480 |
identifier_str_mv |
oai:proa.ua.pt:article/20480 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://proa.ua.pt/index.php/rtd/article/view/20480 https://doi.org/10.34624/rtd.v0i32.20480 https://proa.ua.pt/index.php/rtd/article/view/20480/14852 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
dc.source.none.fl_str_mv |
Journal of Tourism & Development; No 32 (2019); 171-194 Revista Turismo & Desenvolvimento; n.º 32 (2019); 171-194 2182-1453 1645-9261 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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