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Publication
A influência do marketing digital e do "destination brand" na intenção de visitar e recomendar um destino turístico
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| 2.42 MB | Adobe PDF |
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Abstract(s)
A ascensão das tecnologias digitais, particularmente o marketing digital e redes sociais, transformou profundamente a indústria do turismo, uma área historicamente dependente de informações ricas e detalhadas para atrair visitantes. Este estudo investiga o impacto comparativo do marketing digital e do "Destination branding" nas decisões dos turistas de visitar e recomendar destinos. Com a proliferação das redes sociais, a interação entre turistas e destinos tornou-se mais direta e pessoal, possibilitando uma nova forma de relacionamento que transcende as abordagens tradicionais de marketing. Adicionalmente, a sustentabilidade emergiu como um tema central, desafiando os destinos a adaptarem as suas práticas para garantir não apenas vantagens competitivas, mas também uma sustentabilidade de longo prazo para os seus recursos turísticos.
Utilizando uma metodologia quantitativa, baseada na análise de dados recolhidos através de questionários, este estudo avalia como o "Destination branding" e o marketing digital influenciam as intenções de visita e recomendação, refletindo sobre como estes podem ser otimizados para melhorar a competitividade e a atratividade dos destinos. Os resultados indicam que o marketing digital exerce uma influência significativa na intenção de visita, enquanto ambos, marketing digital e "Destination branding", são eficazes na geração de recomendações.
Este estudo sublinha a necessidade de uma abordagem integrada, que não combine apenas as técnicas de marketing digital com uma estratégia de branding robusta, mas também que alinhe essas estratégias com as crescentes procuras por práticas sustentáveis. Os destinos turísticos devem, portanto, considerar as redes sociais não apenas como plataformas de promoção, mas como ferramentas essenciais para o relacionamento
7 Henrique Paiva
direto e autêntico com o público, potencializando o branding e fomentando a lealdade do consumidor. A integração dessas estratégias promete não apenas aumentar a visibilidade e o apelo dos destinos, mas também fortalecer a perceção de responsabilidade e compromisso com a sustentabilidade.
The rise of digital technologies, particularly digital marketing and social media, has profoundly transformed the tourism industry, a field historically dependent on rich, detailed information to attract visitors. This study investigates the comparative impact of digital marketing and "Destination branding" on tourists' decisions to visit and recommend destinations. With the proliferation of social media, the interaction between tourists and destinations has become more direct and personal, enabling a new form of engagement that transcends traditional marketing approaches. Additionally, sustainability has emerged as a central theme, challenging destinations to adapt their practices to ensure not only competitive advantages but also the long-term sustainability of their tourism resources. Using a quantitative methodology based on the analysis of data collected through surveys, this study assesses how "Destination branding" and digital marketing influence visitation and recommendation intentions, reflecting on how these can be optimized to enhance the competitiveness and attractiveness of destinations. Results indicate that digital marketing has a significant influence on visitation intentions, while both digital marketing and "Destination branding" are effective in generating recommendations. This study underscores the need for an integrated approach that not only combines digital marketing techniques with a robust branding strategy but also aligns these strategies with the growing demands for sustainable practices. Tourist destinations should, therefore, consider social media not just as promotional platforms but as essential tools for direct, authentic engagement with the audience, enhancing branding and fostering consumer loyalty. The integration of these strategies promises not only to 9 Henrique Paiva increase visibility and appeal of destinations but also to strengthen the perception of responsibility and commitment to sustainability.
The rise of digital technologies, particularly digital marketing and social media, has profoundly transformed the tourism industry, a field historically dependent on rich, detailed information to attract visitors. This study investigates the comparative impact of digital marketing and "Destination branding" on tourists' decisions to visit and recommend destinations. With the proliferation of social media, the interaction between tourists and destinations has become more direct and personal, enabling a new form of engagement that transcends traditional marketing approaches. Additionally, sustainability has emerged as a central theme, challenging destinations to adapt their practices to ensure not only competitive advantages but also the long-term sustainability of their tourism resources. Using a quantitative methodology based on the analysis of data collected through surveys, this study assesses how "Destination branding" and digital marketing influence visitation and recommendation intentions, reflecting on how these can be optimized to enhance the competitiveness and attractiveness of destinations. Results indicate that digital marketing has a significant influence on visitation intentions, while both digital marketing and "Destination branding" are effective in generating recommendations. This study underscores the need for an integrated approach that not only combines digital marketing techniques with a robust branding strategy but also aligns these strategies with the growing demands for sustainable practices. Tourist destinations should, therefore, consider social media not just as promotional platforms but as essential tools for direct, authentic engagement with the audience, enhancing branding and fostering consumer loyalty. The integration of these strategies promises not only to 9 Henrique Paiva increase visibility and appeal of destinations but also to strengthen the perception of responsibility and commitment to sustainability.
Description
Keywords
Marketing digital Destination branding Turismo Redes sociais Sustentabilidade Comportamento do turista