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A comunicação dos eventos na era digital : caso de estudo das 7 Maravilhas
| Name: | Description: | Size: | Format: | |
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| 3.18 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A forma como as empresas comunicam um evento é algo muito complexo e único. O conceito “evento” e toda a sua tipologia e caraterização é algo muito extenso e específico, variando assim de caso para caso, sendo ainda mais importante compreender de que forma comunicar cada evento em particular. Torna-se importante compreender o meio envolvente em que o evento está inserido, como são aceites no mercado e principalmente o seu público (quem são, onde estão e o que desejam), para que a comunicação seja ajustada, a mensagem passada e compreendida e o evento tenha consecutivamente sucesso. É ainda relevante interpretarmos o crescimento significativo e veloz da internet, o que permitiu às empresas, tê-la e utiliza-la como uma forte alavanca no trabalho desenvolvido, permitindo esta novas formas de comunicar. Neste sentido, penso que se torna pertinente discutir a verdadeira importância que tem a comunicação digital como ferramenta de divulgação dos eventos, mais especificamente no caso de estudo escolhido para esta investigação, as 7 Maravilhas.Torna-se deste modo relevante analisar de seguida os dois universos: o de quem comunica (projeto 7 Maravilhas) e de quem recebe a informação (público das 7 Maravilhas) e consecutivamente avaliar a intenção do emissor da comunicação e qual a perceção do recetor dessa mesma informação, para compreendermos o sucesso ou insucesso da dinâmica. Em suma, o grande objetivo desta investigação é compreender se existe ou não uma dinâmica da comunicação digital na divulgação dos eventos, contribuindo este estudo para a perceção e avaliação das plataformas digitais do projeto 7 Maravilhas. Por fim, foi possível concluir que existe uma dinâmica na comunicação digital do evento, uma vez que o que é emitido pelo projeto 7 Maravilhas a nível digital, chega aos consumidores digitais do evento. Estes avaliam o conteúdo (informação e imagem) e o evento no geral com classificações bastante positivas, o que traduz uma satisfação e acompanhamento de conteúdos, resultando numa dinâmica digital comunicacional.
The way companies communicate an event is extremely complex and unique. The concept “event” and all its typologies and characterizations is a broad, but distinct matter, thus varying from case to case, becoming increasingly important to understand how to communicate each particular event. It is also critical to understand the surroundings in which the event is held, how these events are accepted in the market and especially their public (who they are, where they are and what they are looking for), so that communication is adjusted, the message gets across and the event is, consequently, successful. It is also relevant to underline that the internet had a very significant and fast growth, which allowed companies to have it and use it as a strong tool in their work, providing these companies with new ways of communicating. Hence, I think it becomes pertinent to discuss the true importance of digital communication as a tool for the events’ dissemination, more specifically in the case of study chosen for this research, 7Maravilhas. It is therefore essential to analyze the two universes, the one who communicates (7Maravilhas project) and the one who receives the information (7Maravilhas target public), and consecutively evaluate the intention of the communication issuer and the receiver’s perception of the same information, in order to understand the success or failure of this dynamic. To sum up, the main goal of this research is to understand whether or not there is a dynamic of digital communication in the dissemination of events. This study leads, therefore, to a better understanding of the perception and evaluation of the 7Maravilhas’ digital platforms. Finally, we came to the conclusion that there is indeed a dynamic in the digital communication of the event, given that whatever is issued by the 7 Maravilhas’ project reaches the digital consumers. They evaluate the content (information and image) and the overall event with very positive ratings, which translates into satisfaction and follow-up, resulting in a digital communication dynamic.
The way companies communicate an event is extremely complex and unique. The concept “event” and all its typologies and characterizations is a broad, but distinct matter, thus varying from case to case, becoming increasingly important to understand how to communicate each particular event. It is also critical to understand the surroundings in which the event is held, how these events are accepted in the market and especially their public (who they are, where they are and what they are looking for), so that communication is adjusted, the message gets across and the event is, consequently, successful. It is also relevant to underline that the internet had a very significant and fast growth, which allowed companies to have it and use it as a strong tool in their work, providing these companies with new ways of communicating. Hence, I think it becomes pertinent to discuss the true importance of digital communication as a tool for the events’ dissemination, more specifically in the case of study chosen for this research, 7Maravilhas. It is therefore essential to analyze the two universes, the one who communicates (7Maravilhas project) and the one who receives the information (7Maravilhas target public), and consecutively evaluate the intention of the communication issuer and the receiver’s perception of the same information, in order to understand the success or failure of this dynamic. To sum up, the main goal of this research is to understand whether or not there is a dynamic of digital communication in the dissemination of events. This study leads, therefore, to a better understanding of the perception and evaluation of the 7Maravilhas’ digital platforms. Finally, we came to the conclusion that there is indeed a dynamic in the digital communication of the event, given that whatever is issued by the 7 Maravilhas’ project reaches the digital consumers. They evaluate the content (information and image) and the overall event with very positive ratings, which translates into satisfaction and follow-up, resulting in a digital communication dynamic.
Description
Keywords
Eventos Turismo Comunicação digital Marketing digital Consumidor digital Redes sociais e 7 Maravilhas Events Tourism Digital communication Digital marketing Digital consumer Social networks