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- Title
O INSTAGRAM COMO FERRAMENTA PROMOCIONAL EM AGÊNCIAS DE RECEPTIVO EM ARACAJU/SERGIPE, BRASIL.
- Authors
de Jesus Santos, Cristiane Alcântara; Carlos Campos, Antonio; de Jesus Barbosa, Fellipe Alcântara
- Abstract
This research is intended to analyze the behavior on Instagram of the receptive tourism agencies registered in the Brazilian Association of Travel Agencies / Sergipe (ABAV/SE) in the city of Aracaju. For this, four variables were analyzed: publicizes of the tourist attractions of the state of Sergipe; information on service prices; marketing of promotional packages; and, the use of hashtags. As methodological procedures, in addition to the bibliographic analysis, netnography was used to monitor the profiles of the agencies from their insertion in Instagram until May 2020. The qualitative information and the textual corpus were created using the Iramuteq software. Therefore, it was observed that not all agencies use the social network adequately or regularly. Among the monitored agencies, low adherence to Instagram was detected as a digital marketing tool for the marketing of promotional packages for tourist destinations. The absence of publications and hashtags makes the agencies lose their competitive advantages, reducing the capture of potential tourists.
- Publication
TURyDES, 2020, Vol 12, Issue 28, p135
- ISSN
1988-5261
- Publication type
Article