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Publication
Análise da página de Facebook "Turismo Sustentável em Cabo Verde"
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Abstract(s)
Ao longo dos últimos anos, as redes sociais têm vindo a ganhar cada vez mais força e notoriedade. A sua presença permitiu às pessoas o acesso a uma vasta variedade de serviços e produtos.
As redes sociais oferecem um novo meio que influencia a forma como as pessoas procuram por destinos turísticos e desafia as empresas a dinamizar as suas publicações de modo a atrair o público / captar o interesse do público para a procura dos seus produtos. As redes sociais baseiam toda a sua funcionalidade e relevância na interação que têm com o público. Assim, tornou-se importante estabelecer uma relação com os seguidores face às redes sociais, uma vez que existe uma elevada oferta, ou seja, cada empresa precisa conseguir um número significativo de seguidores em relação à concorrência de forma a conseguir alcançar os seus objetivos. O engagement veio trazer um diferencial na relação entre os seguidores e as empresas, criando uma aproximação entre ambas as partes.
O presente estudo procura compreender o engagement do turismo nas redes sociais, mais especificamente na página de Facebook “Turismo sustentável em Cabo Verde”, e, com isso, determinar se a estratégia utilizada pela empresa permitiu aumentar o engagement da página ao longo do tempo.
A metodologia adotada foi qualitativa, através da realização de uma entrevista ao administrador página e quantitativa, através da enumeração dos conteúdos da página nos últimos 6 meses.
Os resultados demonstram que a página tem o seu público já constituído. A página estabelece uma relação forte para com os seus seguidores, que desempenham um papel deveras importante na divulgação e crescimento da mesma, através da sua interação e como defensores da marca. No entanto, a página demonstra alguma estagnação em determinados meses devido a ausência de publicações.
Por fim, o Facebook demonstrou ser fundamental para esse engagement, uma vez que essa aproximação se deve as suas ferramentas e funcionalidades.
Over the past few years, social media has been gaining more and more momentum and notoriety. Their presence has allowed people to access a wide variety of services and products. Social networks offer a new medium that influences the way people search for tourist destinations and challenges companies to boost their publications in order to attract/capture the public's interest in searching for their products. Social networks base all their functionality and relevance on the interaction they have with the public. Thus, it has become important to establish a relationship with the followers on social networks, since there is high supply, i.e., each company needs to get a significant number of followers in relation to the competition in order to achieve its goals. Engagement has brought a differential in the relationship between followers and companies, creating a closer relationship between both parties. This study seeks to understand the engagement of tourism in social networks, more specifically in the Facebook page "Sustainable Tourism in Cape Verde", and thus determine whether the strategy used by the company allows to increase the engagement of the page over time. The methodology adopted was qualitative, through an interview with the page administrator and quantitative, through the analysis of the page contents in the last 6 months. The results show that the site has an established audience. The site establishes a strong relationship with its followers, who play a very important role in the promotion and growth of the site, through their interaction and as brand advocates. However, the page shows some stagnation in certain months due to the absence of publications. Finally, Facebook proved to be fundamental for this engagement, since this approach is due to its tools and features.
Over the past few years, social media has been gaining more and more momentum and notoriety. Their presence has allowed people to access a wide variety of services and products. Social networks offer a new medium that influences the way people search for tourist destinations and challenges companies to boost their publications in order to attract/capture the public's interest in searching for their products. Social networks base all their functionality and relevance on the interaction they have with the public. Thus, it has become important to establish a relationship with the followers on social networks, since there is high supply, i.e., each company needs to get a significant number of followers in relation to the competition in order to achieve its goals. Engagement has brought a differential in the relationship between followers and companies, creating a closer relationship between both parties. This study seeks to understand the engagement of tourism in social networks, more specifically in the Facebook page "Sustainable Tourism in Cape Verde", and thus determine whether the strategy used by the company allows to increase the engagement of the page over time. The methodology adopted was qualitative, through an interview with the page administrator and quantitative, through the analysis of the page contents in the last 6 months. The results show that the site has an established audience. The site establishes a strong relationship with its followers, who play a very important role in the promotion and growth of the site, through their interaction and as brand advocates. However, the page shows some stagnation in certain months due to the absence of publications. Finally, Facebook proved to be fundamental for this engagement, since this approach is due to its tools and features.
Description
Keywords
Marketing Digital Engajamento Redes Sociais Facebook Turismo sustentável Cabo Verde