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A influência da rede social Instagram na tomada de decisão do consumidor no turismo : case study @visitportugal em tempos de covid-19
| Summary: | Social media marketing is fundamental for the creation of a positive image of any organization, namely the DMO’s. With that is possible to improve the image formed by tourists and conduct their decision-making. Instagram allows companies to be close to their target audience and create a close relationship with them. Social media is one of the strategies for risk management of COVID-19, which is affecting tourism. The present study, through the application of an online questionnaire and a case study, aimed to understand the influence that the presence of a DMO on Instagram has in the decision-making of a destination to visit. The case study focused on understanding the type of communication that @visitportugal has, and whether it is relevant to the consumer. The results indicate a wide reach of Instagram that, through effective communication, can strongly influence consumers on their decision-making. It was found that the communication of @visitportugal has some weaknesses, when compared to other profiles of DMO’s, so we suggest some recommendations for improving it. The Covid 19 had an impact on DMO’s communication. The results demonstrate the importance of marketing on Instagram, and that tourism organizations should plan and develop effective strategies in this social network. |
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| Subject: | MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE TURISMO REDES SOCIAIS CONSUMER BEHAVIOUR INSTAGRAM MARKETING CASE STUDIES TOURISM COMPORTAMENTO DOS CONSUMIDORES COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO SOCIAL NETWORKS |
| Year: | 2022 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | Open |
| Associated institution: | ReCiL - Repositório Científico Lusófona |
| Language: | Portuguese |
| Origin: | ReCiL - Repositório Científico Lusófona |
| Summary: | Social media marketing is fundamental for the creation of a positive image of any organization, namely the DMO’s. With that is possible to improve the image formed by tourists and conduct their decision-making. Instagram allows companies to be close to their target audience and create a close relationship with them. Social media is one of the strategies for risk management of COVID-19, which is affecting tourism. The present study, through the application of an online questionnaire and a case study, aimed to understand the influence that the presence of a DMO on Instagram has in the decision-making of a destination to visit. The case study focused on understanding the type of communication that @visitportugal has, and whether it is relevant to the consumer. The results indicate a wide reach of Instagram that, through effective communication, can strongly influence consumers on their decision-making. It was found that the communication of @visitportugal has some weaknesses, when compared to other profiles of DMO’s, so we suggest some recommendations for improving it. The Covid 19 had an impact on DMO’s communication. The results demonstrate the importance of marketing on Instagram, and that tourism organizations should plan and develop effective strategies in this social network. |
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