Instagram como Plataforma de Promoção Turística:
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
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 |
Resumo: | 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. |
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Instagram como Plataforma de Promoção Turística: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.A pesquisa enfoca a necessidade de investigar a atuação das organizações de gestão de destino para a promoção turística de capitais brasileiras em plataformas de redes sociais. O objetivo geral é estabelecer um estudo comparativo entre os perfis oficiais de promoção turística no Instagram das capitais nordestinas Recife/PE e Salvador/BA, administrados pela Visit Recife e pela Visit Salvador da Bahia, respectivamente. Para tanto, foi realizada uma revisão bibliográfica, além de uma análise das publicações de cada perfil pelo período de dois meses, a fim de observar a linguagem utilizada, os tipos de mídia e as formas de engajamento com os usuários via plataforma. Por meio desta pesquisa, constatou-se que em um período de retomada do turismo devido à pandemia de COVID-19, a marca de Recife/PE se limitou a informar a população sobre protocolos de segurança, enquanto a marca de Salvador/BA apostou em gerar conteúdos interativos para fidelizar seguidores nacionais e estrangeiros. Apesar de ambos os perfis terem um tempo similar de funcionamento, a capital baiana obteve uma performance superior, pois as publicações ocorreram com mais frequência e o engajamento com os usuários acabou sendo maior.Editus2022-07-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo Avaliado pelos Paresapplication/pdfhttps://periodicos.uesc.br/index.php/cultur/article/view/327110.36113/cultur.v16i1.3271CULTUR - Revista de Cultura e Turismo; v. 16 n. 1 (2022): CULTUR, Ano 16, n. 01, Abr (2022)1982-583810.36113/cultur.v16i1reponame:Revista de Cultura e Turismoinstname:Universidade Estadual de Santa Cruz (UESC)instacron:UESCporhttps://periodicos.uesc.br/index.php/cultur/article/view/3271/2269Copyright (c) 2022 CULTUR - Revista de Cultura e Turismoinfo:eu-repo/semantics/openAccessBezerra, GreiceCorrea, CynthiaNakamura, Andreia2022-07-27T11:34:59Zoai:ojs.pkp.sfu.ca:article/3271Revistahttps://periodicos.uesc.br/index.php/cultur/PUBhttps://periodicos.uesc.br/index.php/cultur/oaieditus@uesc.br||mavila1000@gmail.com||revistacet@hotmail.com1982-58381982-5838opendoar:2022-07-27T11:34:59Revista de Cultura e Turismo - Universidade Estadual de Santa Cruz (UESC)false |
dc.title.none.fl_str_mv |
Instagram como Plataforma de Promoção Turística: |
title |
Instagram como Plataforma de Promoção Turística: |
spellingShingle |
Instagram como Plataforma de Promoção Turística: Bezerra, Greice |
title_short |
Instagram como Plataforma de Promoção Turística: |
title_full |
Instagram como Plataforma de Promoção Turística: |
title_fullStr |
Instagram como Plataforma de Promoção Turística: |
title_full_unstemmed |
Instagram como Plataforma de Promoção Turística: |
title_sort |
Instagram como Plataforma de Promoção Turística: |
author |
Bezerra, Greice |
author_facet |
Bezerra, Greice Correa, Cynthia Nakamura, Andreia |
author_role |
author |
author2 |
Correa, Cynthia Nakamura, Andreia |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Bezerra, Greice Correa, Cynthia Nakamura, Andreia |
description |
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. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artigo Avaliado pelos Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uesc.br/index.php/cultur/article/view/3271 10.36113/cultur.v16i1.3271 |
url |
https://periodicos.uesc.br/index.php/cultur/article/view/3271 |
identifier_str_mv |
10.36113/cultur.v16i1.3271 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uesc.br/index.php/cultur/article/view/3271/2269 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 CULTUR - Revista de Cultura e Turismo info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 CULTUR - Revista de Cultura e Turismo |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Editus |
publisher.none.fl_str_mv |
Editus |
dc.source.none.fl_str_mv |
CULTUR - Revista de Cultura e Turismo; v. 16 n. 1 (2022): CULTUR, Ano 16, n. 01, Abr (2022) 1982-5838 10.36113/cultur.v16i1 reponame:Revista de Cultura e Turismo instname:Universidade Estadual de Santa Cruz (UESC) instacron:UESC |
instname_str |
Universidade Estadual de Santa Cruz (UESC) |
instacron_str |
UESC |
institution |
UESC |
reponame_str |
Revista de Cultura e Turismo |
collection |
Revista de Cultura e Turismo |
repository.name.fl_str_mv |
Revista de Cultura e Turismo - Universidade Estadual de Santa Cruz (UESC) |
repository.mail.fl_str_mv |
editus@uesc.br||mavila1000@gmail.com||revistacet@hotmail.com |
_version_ |
1799319079645872128 |