Instagram como Plataforma de Promoção Turística:

• Autor(a) principal: Bezerra, Greice
• Data de Publicação: 2022
• Outros Autores: Correa, Cynthia, Nakamura, Andreia
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Cultura e Turismo
• Texto Completo: https://periodicos.uesc.br/index.php/cultur/article/view/3271

The research focuses on the need to investigate the activities of destination management organizations for the tourist promotion of Brazilian capitals on social networking platforms. The general objective is to establish a comparative study between the official profiles of tourism promotion on Instagram of the northeastern capitals Recife/PE and Salvador/BA, administered by Visit Recife and Visit Salvador da Bahia, respectively. For this, a bibliographic review was performed, in addition to an analysis of the publications of each profile for a period of two months, to observe the language used, the types of media and the forms of engagement with the users of the platform. This research has shown that in a period of tourism resumption due to the COVID-19 pandemic, the Recife/PE brand merely informed the population about safety protocols, while the Salvador/BA brand has invested in generating interactive content to build loyalty among national and foreign followers. Although both profiles had a similar time of operation, the capital of Bahia had a higher performance, as the publications occurred more frequently and the engagement with users ended up being greater.