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Publication
Estratégias para a gestão de um blogue de viagem: o caso dos bloggers portugueses
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Authors
Abstract(s)
Pioneiro dos websites de relacionamento horizontal, o blogue contribuiu para a democratização
de opiniões, que redes sociais como o Facebook ou o Instagram têm vindo a banalizar (ETC &
UNWTO, 2014). Enquanto espaço de criação de conteúdos, acessível ao consumidor comum,
converteu-o em prosumer e, logo, num importante influenciador da decisão de compra de outros
consumidores. Dada a intangibilidade do produto turístico, o blogue de viagens consiste num
importante instrumento de comunicação e marketing de produtos e destinos turísticos. Através de
um processo de self-branding, o blogger constrói a sua identidade, atendendo às necessidades de
nichos específicos. Efabulando as suas experiências de viagem e promovendo a interatividade,
promove a identificação e a confiança do seu seguidor e molda as preferências do consumidor.
Por outro lado, a abundância de informação disponível no espaço digital, aliada à competitividade
que domina o panorama turístico contemporâneo, exige que as organizações detenham cada vez
mais conhecimento acerca do processo de adoção da informação turística pelo consumidor.
Apesar do largo espectro de conceções teóricas dedicadas ao estudo da influência de atributos
como a qualidade e credibilidade na adoção da informação, a sua grande maioria foca-se
exclusivamente na perceção do consumidor. Partindo do trabalho de alguns destes autores –
nomeadamente da moldura conceptual proposta por Ruiz-Mafe, Chatzipanagiotoub & Curras Pereza (2018) – este projeto de investigação foca-se no estádio que antecede a adoção da
informação. Pretende, assim, aferir os elementos intervenientes na produção e gestão de um
blogue de viagens, potencialmente responsáveis pela qualidade do conteúdo, credibilidade da
fonte e emoções do consumidor.
A presente investigação optou pelo método misto de pesquisa, assente na triangulação de dados
quantitativos e qualitativos. Assim, numa primeira fase procedeu-se à análise dos conteúdos de
um conjunto de blogues de viagem portugueses, pelo recurso a procedimentos netnográficos.
Posteriormente, a fim de aferir a perceção dos seus criadores, foi realizado um questionário a uma
amostra de 37 bloggers de viagem portugueses. A estrutura do questionário, constituído por
perguntas fechadas e abertas, permitiu, por um lado, validar algumas das conclusões da análise
de conteúdo, mas também obter novos insights e expandir as interpretações iniciais.
Através dos resultados obtidos, foi possível constatar a volatilidade de um fenómeno
profundamente orgânico, pouco planeado e, portanto, com estratégias pouco definidas. Foram,
porém, identificados um conjunto de fatores intervenientes na produção e gestão de um bogue de
viagem, assim como as possíveis relações entre eles. Pretende-se que o presente estudo contribua
com conhecimento que possibilite às organizações turísticas utilizar e beneficiar deste canal
digital.
Travel blogs have been contributing to the democratization of opinions which social networks, such as Facebook or Instagram, have come to trivialize. By offering ordinary consumers a place to expressthemselves, blogs turned them into prosumers and, therefore, into important influencers of other consumers' purchase decisions. On the other hand, given the intangibility of the touristic product, the travel blog is an important communication and marketing tool for touristic products and destinations. Through a self branding process, the travel blogger builds their identity and meets specific niche’s needs. By crafting their own travel experiences and engaging with their followers, bloggers stimulate their identification, earn their trust, and shape their preferences. The excess of information available in the digital space, combined with the competitiveness that dominates the contemporary tourism world, requires organizations to have more and more knowledge about the content production processes, potentially responsible for the adoption of information. Despite the wide spectrum of theoretical conceptions dedicated to the influence of attributes, such as quality and credibility, during the information adoption process, most of them focus exclusively on consumer perception. Based on the work of some of these researchers – namely, the conceptual framework proposed by Ruiz-Mafe, Chatzipanagiotoub & Curras-Pereza (2018) - this project focuses on the stage that precedes information adoption. Thus, it intends to gauge the content creator’s perspective, about the main elements involved in the production and management of a travel blog, potentially responsible for the content quality, source credibility and the consumer emotions. The project follows a mixed methods research, based on the triangulation of quantitative and qualitative data. Thus, at first, the content of a set of travel blogs were examined, through a netnographic approach. Subsequently, in order to access their creator’s perception, a survey of 37 Portuguese travel bloggers was carried out. The survey was comprised by closed and open questions. It allowed to validate some of the content analysis conclusions and, meanwhile, to get new insights and expand the initial interpretations. Through data analysis, it’s possible to conclude that travel blogging is still a deeply organic and volatile phenomenon and, therefore, subject to little planning and a lack of strategic planning. However, it was possible define the main factors involved in the content production and management processes of a travel blog, as well as some possible relationships between them. It is intended that this study contributes knowledge that enables tourism organizations to benefit from this digital channel.
Travel blogs have been contributing to the democratization of opinions which social networks, such as Facebook or Instagram, have come to trivialize. By offering ordinary consumers a place to expressthemselves, blogs turned them into prosumers and, therefore, into important influencers of other consumers' purchase decisions. On the other hand, given the intangibility of the touristic product, the travel blog is an important communication and marketing tool for touristic products and destinations. Through a self branding process, the travel blogger builds their identity and meets specific niche’s needs. By crafting their own travel experiences and engaging with their followers, bloggers stimulate their identification, earn their trust, and shape their preferences. The excess of information available in the digital space, combined with the competitiveness that dominates the contemporary tourism world, requires organizations to have more and more knowledge about the content production processes, potentially responsible for the adoption of information. Despite the wide spectrum of theoretical conceptions dedicated to the influence of attributes, such as quality and credibility, during the information adoption process, most of them focus exclusively on consumer perception. Based on the work of some of these researchers – namely, the conceptual framework proposed by Ruiz-Mafe, Chatzipanagiotoub & Curras-Pereza (2018) - this project focuses on the stage that precedes information adoption. Thus, it intends to gauge the content creator’s perspective, about the main elements involved in the production and management of a travel blog, potentially responsible for the content quality, source credibility and the consumer emotions. The project follows a mixed methods research, based on the triangulation of quantitative and qualitative data. Thus, at first, the content of a set of travel blogs were examined, through a netnographic approach. Subsequently, in order to access their creator’s perception, a survey of 37 Portuguese travel bloggers was carried out. The survey was comprised by closed and open questions. It allowed to validate some of the content analysis conclusions and, meanwhile, to get new insights and expand the initial interpretations. Through data analysis, it’s possible to conclude that travel blogging is still a deeply organic and volatile phenomenon and, therefore, subject to little planning and a lack of strategic planning. However, it was possible define the main factors involved in the content production and management processes of a travel blog, as well as some possible relationships between them. It is intended that this study contributes knowledge that enables tourism organizations to benefit from this digital channel.