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As redes sociais na estratégia de comunicação das empresas turisticas do Tofo e da Barra (Inhambane - Moçambique)
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Abstract(s)
A presente dissertação tem como objetivo principal compreender o contributo das redes sociais na estratégia comercial das empresas turísticas das praias do Tofo e da Barra, no Município de Inhambane (Moçambique), no contexto de um novo paradigma comunicacional constituído pelas redes sociais, integrada na evolução tecnológica baseada na Internet, neste caso pelas Tecnologias de Informação e Comunicação (TIC). Este estudo abarcou, numa primeira fase, a pesquisa bibliográfica e virtual para compreender toda a evolução tecnológica no campo das comunicações, os conceitos relativos ao marketing digital e os resultados que a comunicação via Internet tem revolucionado o universo. Para compreender como é que as empresas turísticas do Tofo e da Barra estão a explorar as novas formas de comunicação através da Internet, sobretudo as redes sociais para divulgação e venda dos seus serviços, foi realizado um estudo de campo que consistiu num inquérito aos estabelecimentos de hospedagem e de restauração, bem como às agências de viagem e às entidades governamentais, de modo a aferir o seu grau de engajamento nos processos comunicacionais e de marketing digital. Os resultados alcançados demonstram que a utilização das redes sociais pelas empresas do Tofo e da Barra ainda é limitada, se compararmos com o nível de proveito que se pode colher pela utilização eficiente das TIC modernas, não obstante, algumas destas serem utilizadas por aquelas empresas no território em análise, nomeadamente, os telemóveis e o e-mail, este último com mais incidência. Em termos de resultados, no que diz respeito às entidades governamentais, pode-se afirmar que a DPCTURI e o BAÚ alinham-se aos resultados encontrados ao nível das empresas do Tofo e da Barra, ou seja, aprecia-se uma utilização limitada das redes sociais, utilizando-se outras tecnologias de comunicação como os telemóveis, os telefones fixos e o e-mail para troca de informações diversas sobre processos internos de gestão. Porém, o CMCI apresenta um cenário adverso no que diz respeito à utilização de TIC para o turismo. A vereação de turismo no CMCI apenas utiliza as TIC como telefones e computadores para tramitar processos burocráticos internos para os utentes, e no que diz respeito à divulgação tanto do potencial, assim como do produto turístico, nada se faz. Desta forma, as empresas do Tofo e da Barra, desde as mais pequenas até às maiores desperdiçam a oportunidade soberana de alcance mundial através das TIC disponíveis e, desta forma, perdem a sua competitividade em relação às empresas que estejam conectadas on-line.
This work aims to understand the contribution of social networks in business strategy of tourism enterprises from Tofo and Barra beaches, in Inhambane city, Mozambique, in the context of a new communication paradigm that constitute social networks, fueled by Internet development, in this case ICT. This study took in first phase bibliographic and virtual research to understand all the technological developments in the communications field, the concepts related to digital marketing and the results that Internet communication has revolutionized the universe. To understand how the tourism enterprises of Tofo and Barra are exploring new forms of communication through the Internet, especially social networks to promote and sell their services, we conducted a field study consisted of a survey of establishments in order to evaluate their level of engagement in communication processes and digital marketing. The results obtained revealed that the use of ICT by enterprises of Tofo and Barra are still limited when compared with profit level that could obtain, by efficient use of modern ICT, however, some ICT are used by those enterprises, such as mobile phones and email, this last one with more incidence. Consequently these enterprises are losing a great opportunity for reach a global projection through ICT and social networks available in competitive prices. In terms of results, the government institution, such as DPCTURI and BAÚ lined to the results found at enterprises level of Tofo and Barra. This means that their use of ICT is limited. They are using only mobile phones, fixed phones and email to exchange various information for internal management processes. However, the CMCI has an adverse scenario regarding the use of ICT for tourism. The area that was assigned the task of promoting the tourism sector only uses ICT such as phones and computers to internal bureaucratic processes for users. Regarding the promotion of the potential as well as the tourism product, nothing is done. Therefore, the enterprises of Tofo and Barra, from the smallest to the largest waste a golden opportunity to reach a global market through ICT available, and thus lose their competitiveness for enterprises that are connected online.
This work aims to understand the contribution of social networks in business strategy of tourism enterprises from Tofo and Barra beaches, in Inhambane city, Mozambique, in the context of a new communication paradigm that constitute social networks, fueled by Internet development, in this case ICT. This study took in first phase bibliographic and virtual research to understand all the technological developments in the communications field, the concepts related to digital marketing and the results that Internet communication has revolutionized the universe. To understand how the tourism enterprises of Tofo and Barra are exploring new forms of communication through the Internet, especially social networks to promote and sell their services, we conducted a field study consisted of a survey of establishments in order to evaluate their level of engagement in communication processes and digital marketing. The results obtained revealed that the use of ICT by enterprises of Tofo and Barra are still limited when compared with profit level that could obtain, by efficient use of modern ICT, however, some ICT are used by those enterprises, such as mobile phones and email, this last one with more incidence. Consequently these enterprises are losing a great opportunity for reach a global projection through ICT and social networks available in competitive prices. In terms of results, the government institution, such as DPCTURI and BAÚ lined to the results found at enterprises level of Tofo and Barra. This means that their use of ICT is limited. They are using only mobile phones, fixed phones and email to exchange various information for internal management processes. However, the CMCI has an adverse scenario regarding the use of ICT for tourism. The area that was assigned the task of promoting the tourism sector only uses ICT such as phones and computers to internal bureaucratic processes for users. Regarding the promotion of the potential as well as the tourism product, nothing is done. Therefore, the enterprises of Tofo and Barra, from the smallest to the largest waste a golden opportunity to reach a global market through ICT available, and thus lose their competitiveness for enterprises that are connected online.
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Keywords
turismo comunicação marketing digital redes sociais tourism communication digital marketing social networks Tofo Barra Inhambane praia Moçambique Mozambique beach