Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UNIFACS |
Texto Completo: | http://teste.tede.unifacs.br:8080/tede/handle/tede/418 |
Resumo: | The technology brought a series of changes in human behavior and one of them is the use of social networks as a means of communication. Networks emerged and occupied a living space within the interactive communicability in postmodern society, which aroused the interest of researchers in studying how these relationships occur in multiple areas and entertainment market. In the case of tourism, more specifically, it is noticeable that there was a change in consumer behavior in the market, as the use of social networks allowed, besides the disclosure of destinations, information sharing and collective communication. Therefore, it is important that agencies that plan and promote tourism in the destinations have the perception of the relevance of this phenomenon for the development of the activity and identify how this instrument can be used in order to maximize the opportunities and strengths of locations. Thus, the objective of this research is to evaluate the use of social networks by the bodies responsible for promoting tourism in Salvador and its possible contribution to building a competitive image to the target. To this end, we investigate the importance of the image of a target for the promotion of tourism; It analyzes the development of the promotion of the destination within the state of Bahia tourism planning and the city of Salvador; Search the role that social networks play while sharing instrument and democratization of information for users of pages that promote tourism in Salvador; it examines how digital promotion is crafted in tourism planning Salvador from the analysis of message content available on social networks and, finally, analyzes the perception of the virtual community in relation to the messages available on social networks. The work focuses on the relationship between postmodernity, the information age and tourism. Similarly, search intertwining digital culture and social networks, territorial competitiveness and places marketing and promotion of tourism in Salvador. In order that the objectives are achieved, a sociological approach is made - a study of the social fact generated by computer-mediated communication and the relationships among users of social networks and organizations. The method of procedure is the observation methodology, characterized by being conducted without the intervention of the investigator, in which he only observes and analyzes the object of study. In this case, there is the behavior of users of social networks and administrators of the fate of Salvador pages on Facebook, without intervening or modify any aspect that is being studied. Research techniques are used the Social Network Analysis, Iconologia, Content Analysis and semi-structured interviews. The results suggest that social networks are still a little tool used both in their information supply mechanics, such as the appropriation of this information to generate real action. Conclusively, although preliminary, it is possible to observe that the use of social networks has been considered strategic for the organization and popular mobilization, demonstrating the ability to catalyze reactions in the field of popular political movements. Thus, it is understood that these observed changes also lead to the perception that the fate Salvador can increase the use of this tool as a competitive tool. |
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SPÍNOLA, Carolina de AndradeRODRÍGUEZ, Vanessa Brasil CamposGOMES, Carlos CostaSILVA, Francisca de Paula Santos daSÁ, Natalia Silva Coimbra deCASTRO, Fernanda Meneses de Miranda2017-03-30T00:39:04Z2015-11-13CASTRO, Fernanda Meneses de Miranda. Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador. 2015. [392]. Tese( Desenvolvimento Regional e Urbano) - Universidade Salvador, [Salvador] .http://teste.tede.unifacs.br:8080/tede/handle/tede/418The technology brought a series of changes in human behavior and one of them is the use of social networks as a means of communication. Networks emerged and occupied a living space within the interactive communicability in postmodern society, which aroused the interest of researchers in studying how these relationships occur in multiple areas and entertainment market. In the case of tourism, more specifically, it is noticeable that there was a change in consumer behavior in the market, as the use of social networks allowed, besides the disclosure of destinations, information sharing and collective communication. Therefore, it is important that agencies that plan and promote tourism in the destinations have the perception of the relevance of this phenomenon for the development of the activity and identify how this instrument can be used in order to maximize the opportunities and strengths of locations. Thus, the objective of this research is to evaluate the use of social networks by the bodies responsible for promoting tourism in Salvador and its possible contribution to building a competitive image to the target. To this end, we investigate the importance of the image of a target for the promotion of tourism; It analyzes the development of the promotion of the destination within the state of Bahia tourism planning and the city of Salvador; Search the role that social networks play while sharing instrument and democratization of information for users of pages that promote tourism in Salvador; it examines how digital promotion is crafted in tourism planning Salvador from the analysis of message content available on social networks and, finally, analyzes the perception of the virtual community in relation to the messages available on social networks. The work focuses on the relationship between postmodernity, the information age and tourism. Similarly, search intertwining digital culture and social networks, territorial competitiveness and places marketing and promotion of tourism in Salvador. In order that the objectives are achieved, a sociological approach is made - a study of the social fact generated by computer-mediated communication and the relationships among users of social networks and organizations. The method of procedure is the observation methodology, characterized by being conducted without the intervention of the investigator, in which he only observes and analyzes the object of study. In this case, there is the behavior of users of social networks and administrators of the fate of Salvador pages on Facebook, without intervening or modify any aspect that is being studied. Research techniques are used the Social Network Analysis, Iconologia, Content Analysis and semi-structured interviews. The results suggest that social networks are still a little tool used both in their information supply mechanics, such as the appropriation of this information to generate real action. Conclusively, although preliminary, it is possible to observe that the use of social networks has been considered strategic for the organization and popular mobilization, demonstrating the ability to catalyze reactions in the field of popular political movements. Thus, it is understood that these observed changes also lead to the perception that the fate Salvador can increase the use of this tool as a competitive tool.A tecnologia ocasionou uma série de mudanças no comportamento social, uma delas é o uso das redes sociais como forma de comunicação. As redes surgiram e ocuparam um vital espaço no âmbito da comunicabilidade interativa na sociedade pós-moderna, o que despertou o interesse de pesquisadores em estudar como se dão essas relações nas múltiplas áreas de entretenimento e mercado. No caso do turismo é perceptível que ocorreu uma mudança no comportamento do consumidor no mercado, pois o uso das redes sociais permitiu, além da divulgação dos destinos, o compartilhamento de informações e a comunicação coletiva. Nesse sentido, é importante que os órgãos que planejam e promovem o turismo nos destinos tenham a percepção da relevância deste fenômeno para o desenvolvimento da atividade e identifiquem como este instrumento pode ser utilizado de modo a potencializar as oportunidades e pontos fortes das localidades. Desse modo, o objetivo desta pesquisa é avaliar o emprego das redes sociais por parte dos órgãos responsáveis pela promoção do turismo em Salvador e sua eventual contribuição na construção de uma imagem competitiva para o destino. Para tanto, investiga-se a importância da imagem de um destino para o fomento do turismo; analisa-se a evolução da promoção do destino no âmbito do planejamento turístico do estado da Bahia e da cidade de Salvador; pesquisa-se o papel que as redes sociais desempenham enquanto instrumento de partilha e democratização de informações para os usuários das páginas que promovem o turismo em Salvador; examina-se como a promoção digital é trabalhada no planejamento turístico de Salvador a partir da análise do conteúdo das mensagens disponibilizadas nas redes sociais e, por fim, analisa-se a percepção da comunidade virtual em relação às mensagens disponibilizadas nas redes sociais. O trabalho enfoca as relações entre a pós-modernidade, a era da informação e o turismo. Do mesmo modo, busca entrelaçar cultura digital e redes sociais, competitividade territorial e marketing de lugares e a promoção do turismo em Salvador. A fim de que sejam alcançados os objetivos, é feita uma abordagem sociológica – um estudo do fato social gerado pela comunicação mediada por computador e as relações entre os usuários de redes sociais e das organizações. O método de procedimento é a metodologia de observação, caracterizada por ser conduzida sem a intervenção do investigador, na qual ele apenas observa e analisa o objeto de estudo. Neste caso, observa-se o comportamento dos usuários de redes sociais e administradores das páginas do destino Salvador no Facebook, sem intervir ou modificar qualquer aspecto que esteja sendo estudado. Como técnicas de pesquisa, são utilizadas a Análise de Redes Sociais, Iconologia, Análise de Conteúdo e entrevistas semiestruturadas. Os resultados obtidos apontam que as redes sociais são ainda uma ferramenta pouco utilizada, tanto em sua mecânica de difusão de informações, como na apropriação desta informação para gerar uma ação real. De modo conclusivo, ainda que preliminarmente, é possível observar que o uso das redes sociais tem sido considerado estratégico para a organização e mobilização popular, demonstrando a capacidade de catalisação de reações populares no campo de movimentos políticos. Assim, entende-se que essas transformações observadas conduzem também à percepção de que o destino Salvador pode incrementar o uso dessa ferramenta como um instrumento de competitividade.Submitted by Roseli Araujo (roseli.araujo@unifacs.br) on 2017-03-30T00:39:04Z No. of bitstreams: 1 Tese FERNANDA MENESES DE MIRANDA CASTRO.pdf: 8039946 bytes, checksum: d438b07b6ab948f5b4b5e98c569be5d9 (MD5)Made available in DSpace on 2017-03-30T00:39:04Z (GMT). No. of bitstreams: 1 Tese FERNANDA MENESES DE MIRANDA CASTRO.pdf: 8039946 bytes, checksum: d438b07b6ab948f5b4b5e98c569be5d9 (MD5) Previous issue date: 2015-11-13application/pdfhttp://tede.unifacs.br:8080/tede/retrieve/1108/Tese%20%20FERNANDA%20MENESES%20DE%20MIRANDA%20%20CASTRO.pdf.jpgporUniversidade SalvadorDesenvolvimento Regional e UrbanoUNIFACSBrasilDesenvolvimento Regional e UrbanoInteligência Coletiva. Redes Sociais. Competitividade de Destinos. Promoção Digital do Turismo. Salvador.Collective Intelligence. Social networks. Destinations competitiveness. Digital Promotion of Tourism. 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dc.title.por.fl_str_mv |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador |
title |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador |
spellingShingle |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador CASTRO, Fernanda Meneses de Miranda Inteligência Coletiva. Redes Sociais. Competitividade de Destinos. Promoção Digital do Turismo. Salvador. Collective Intelligence. Social networks. Destinations competitiveness. Digital Promotion of Tourism. Salvador. Ciências Sociais Aplicadas |
title_short |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador |
title_full |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador |
title_fullStr |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador |
title_full_unstemmed |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador |
title_sort |
Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador |
author |
CASTRO, Fernanda Meneses de Miranda |
author_facet |
CASTRO, Fernanda Meneses de Miranda |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
SPÍNOLA, Carolina de Andrade |
dc.contributor.advisor2.fl_str_mv |
RODRÍGUEZ, Vanessa Brasil Campos |
dc.contributor.referee1.fl_str_mv |
GOMES, Carlos Costa |
dc.contributor.referee2.fl_str_mv |
SILVA, Francisca de Paula Santos da |
dc.contributor.referee3.fl_str_mv |
SÁ, Natalia Silva Coimbra de |
dc.contributor.author.fl_str_mv |
CASTRO, Fernanda Meneses de Miranda |
contributor_str_mv |
SPÍNOLA, Carolina de Andrade RODRÍGUEZ, Vanessa Brasil Campos GOMES, Carlos Costa SILVA, Francisca de Paula Santos da SÁ, Natalia Silva Coimbra de |
dc.subject.por.fl_str_mv |
Inteligência Coletiva. Redes Sociais. Competitividade de Destinos. Promoção Digital do Turismo. Salvador. |
topic |
Inteligência Coletiva. Redes Sociais. Competitividade de Destinos. Promoção Digital do Turismo. Salvador. Collective Intelligence. Social networks. Destinations competitiveness. Digital Promotion of Tourism. Salvador. Ciências Sociais Aplicadas |
dc.subject.eng.fl_str_mv |
Collective Intelligence. Social networks. Destinations competitiveness. Digital Promotion of Tourism. Salvador. |
dc.subject.cnpq.fl_str_mv |
Ciências Sociais Aplicadas |
description |
The technology brought a series of changes in human behavior and one of them is the use of social networks as a means of communication. Networks emerged and occupied a living space within the interactive communicability in postmodern society, which aroused the interest of researchers in studying how these relationships occur in multiple areas and entertainment market. In the case of tourism, more specifically, it is noticeable that there was a change in consumer behavior in the market, as the use of social networks allowed, besides the disclosure of destinations, information sharing and collective communication. Therefore, it is important that agencies that plan and promote tourism in the destinations have the perception of the relevance of this phenomenon for the development of the activity and identify how this instrument can be used in order to maximize the opportunities and strengths of locations. Thus, the objective of this research is to evaluate the use of social networks by the bodies responsible for promoting tourism in Salvador and its possible contribution to building a competitive image to the target. To this end, we investigate the importance of the image of a target for the promotion of tourism; It analyzes the development of the promotion of the destination within the state of Bahia tourism planning and the city of Salvador; Search the role that social networks play while sharing instrument and democratization of information for users of pages that promote tourism in Salvador; it examines how digital promotion is crafted in tourism planning Salvador from the analysis of message content available on social networks and, finally, analyzes the perception of the virtual community in relation to the messages available on social networks. The work focuses on the relationship between postmodernity, the information age and tourism. Similarly, search intertwining digital culture and social networks, territorial competitiveness and places marketing and promotion of tourism in Salvador. In order that the objectives are achieved, a sociological approach is made - a study of the social fact generated by computer-mediated communication and the relationships among users of social networks and organizations. The method of procedure is the observation methodology, characterized by being conducted without the intervention of the investigator, in which he only observes and analyzes the object of study. In this case, there is the behavior of users of social networks and administrators of the fate of Salvador pages on Facebook, without intervening or modify any aspect that is being studied. Research techniques are used the Social Network Analysis, Iconologia, Content Analysis and semi-structured interviews. The results suggest that social networks are still a little tool used both in their information supply mechanics, such as the appropriation of this information to generate real action. Conclusively, although preliminary, it is possible to observe that the use of social networks has been considered strategic for the organization and popular mobilization, demonstrating the ability to catalyze reactions in the field of popular political movements. Thus, it is understood that these observed changes also lead to the perception that the fate Salvador can increase the use of this tool as a competitive tool. |
publishDate |
2015 |
dc.date.issued.fl_str_mv |
2015-11-13 |
dc.date.accessioned.fl_str_mv |
2017-03-30T00:39:04Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
CASTRO, Fernanda Meneses de Miranda. Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador. 2015. [392]. Tese( Desenvolvimento Regional e Urbano) - Universidade Salvador, [Salvador] . |
dc.identifier.uri.fl_str_mv |
http://teste.tede.unifacs.br:8080/tede/handle/tede/418 |
identifier_str_mv |
CASTRO, Fernanda Meneses de Miranda. Inteligência coletiva e redes sociais: uma análise da promoção digital do turismo no destino salvador. 2015. [392]. Tese( Desenvolvimento Regional e Urbano) - Universidade Salvador, [Salvador] . |
url |
http://teste.tede.unifacs.br:8080/tede/handle/tede/418 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Salvador |
dc.publisher.program.fl_str_mv |
Desenvolvimento Regional e Urbano |
dc.publisher.initials.fl_str_mv |
UNIFACS |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Desenvolvimento Regional e Urbano |
publisher.none.fl_str_mv |
Universidade Salvador |
dc.source.none.fl_str_mv |
reponame:Biblioteca Digital de Teses e Dissertações da UNIFACS instname:Universidade Salvador (UNIFACS) instacron:UNIFACS |
instname_str |
Universidade Salvador (UNIFACS) |
instacron_str |
UNIFACS |
institution |
UNIFACS |
reponame_str |
Biblioteca Digital de Teses e Dissertações da UNIFACS |
collection |
Biblioteca Digital de Teses e Dissertações da UNIFACS |
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