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Advisor(s)
Abstract(s)
Devido ao desenvolvimento das tecnologias de informação e ao aparecimento das redes sociais, a forma como se consome, partilha e pesquisa informação foi completamente alterada. As novas plataformas digitais e os novos líderes de opinião tornaram-se nos novos canais de comunicação, desempenhando agora um papel importante nas estratégias de marketing e comunicação das organizações, principalmente nas do setor turístico. Devido à intangibilidade do produto turístico, às próprias necessidades dos turistas e à crescente competitividade, os destinos veem-se agora obrigados a adotar novas estratégias, com vista a melhorar a sua imagem. Desta forma, este trabalho de investigação tem o propósito de estudar o papel das redes sociais e dos influenciadores digitais na promoção de um destino turístico, neste caso do destino Algarve, aferindo de que forma é que os mesmos podem ser utilizados pelas organizações responsáveis por promover a região. Em termos metodológicos, o presente estudo empírico foi operacionalizado através de uma metodologia qualitativa, utilizando entrevistas semiestruturadas, análise documental e de benchmarking, como instrumentos de recolha de informação. Os resultados obtidos permitiram concluir que as redes sociais e os influenciadores digitais fazem parte das estratégias de comunicação das organizações que promovem o Algarve e influenciam de forma positiva a promoção do destino. Para além disso, foi também possível aferir que apesar de não poderem ser consideradas como as únicas estratégias a utilizar, a sua implementação é uma componente importante para o sucesso das organizações por detrás da promoção de um destino. Neste contexto, as elações retiradas deste estudo, contribuem para enriquecer o conhecimento relativamente à aplicação de estratégias de redes sociais e de influenciadores digitais para a promoção de destinos turísticos e oferece diretrizes para o desenvolvimento das mesmas.
Due to the development of new information technologies and the emergence of social networks, the way in which information is consumed, shared and searched for has been completely changed. New digital platforms and new opinion leaders have become new communication channels, and are now playing an important role in organizations' marketing and communication strategies, especially in the tourism sector. Due to the intangibility of the tourist product, the tourists' own needs and the growing competitiveness, destinations are now forced to adopt new strategies in order to improve the perception of their image. Thus, this research project aims to study the role of social networks and digital influencers in promoting a tourist destination, in this case the region of Algarve, assessing how they can be used by the organizations responsible for promoting the region. Methodologically, the present empirical study was carried out through a qualitative methodology, using semistructured interviews, document analysis and benchmarking, as instruments for collecting information. The results obtained in this research allowed us to conclude that social networks and digital influencers are part of the communication strategies of the organizations that promote Algarve and they positively influence the promotion of the destination. In addition, it was also possible to understand that although they cannot be considered the only strategies to be used, their implementation is an important component for the success of the organizations behind the promotion of a destination. In this context, the conclusions drawn from this study contribute to enrich the knowledge regarding the application of social networking strategies and digital influencers for the promotion of tourist destinations, and offers guidelines for the development of these strategies.
Due to the development of new information technologies and the emergence of social networks, the way in which information is consumed, shared and searched for has been completely changed. New digital platforms and new opinion leaders have become new communication channels, and are now playing an important role in organizations' marketing and communication strategies, especially in the tourism sector. Due to the intangibility of the tourist product, the tourists' own needs and the growing competitiveness, destinations are now forced to adopt new strategies in order to improve the perception of their image. Thus, this research project aims to study the role of social networks and digital influencers in promoting a tourist destination, in this case the region of Algarve, assessing how they can be used by the organizations responsible for promoting the region. Methodologically, the present empirical study was carried out through a qualitative methodology, using semistructured interviews, document analysis and benchmarking, as instruments for collecting information. The results obtained in this research allowed us to conclude that social networks and digital influencers are part of the communication strategies of the organizations that promote Algarve and they positively influence the promotion of the destination. In addition, it was also possible to understand that although they cannot be considered the only strategies to be used, their implementation is an important component for the success of the organizations behind the promotion of a destination. In this context, the conclusions drawn from this study contribute to enrich the knowledge regarding the application of social networking strategies and digital influencers for the promotion of tourist destinations, and offers guidelines for the development of these strategies.
Description
Keywords
Influenciadores digitais Redes sociais Destino turístico Promoção Digital influencers Social media Tourist destination Promotion