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Publication
Importância do Instagram na divulgação de destinos turísticos: o caso dos municípios da sub-região do Douro
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| 3.2 MB | Adobe PDF |
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Abstract(s)
Esta dissertação investiga a importância do Instagram na promoção de destinos turísticos na sub-região do Douro, utilizando uma abordagem mista, qualitativa e quantitativa. Foram realizadas entrevistas com responsáveis pela divulgação turística de cinco municípios (Lamego, Mesão Frio, Santa Marta de Penaguião, São João da Pesqueira e Tabuaço) e aplicados questionários online a utilizadores do Instagram, com o objetivo de avaliar a eficácia da comunicação dos destinos e identificar possíveis áreas de melhoria.
Os resultados revelaram que o Instagram é uma ferramenta crucial para a promoção turística, aumentando significativamente a visibilidade dos destinos e atraindo visitantes. No entanto, surgiram algumas limitações, como dificuldades de contacto com os municípios, que podem comprometer a consistência da presença digital. Sugere-se, para estudos futuros, a aplicação desta pesquisa em diferentes destinos turísticos, de modo a compreender melhor como otimizar a presença no Instagram.
A investigação concluiu que uma presença ativa e bem gerida no Instagram é vital para a comunicação eficaz dos destinos turísticos. Os resultados obtidos fornecem uma base sólida para futuras investigações nas áreas do turismo e das redes sociais, sublinhando a necessidade de estratégias digitais bem definidas para o sucesso na promoção turística. Finalmente, este estudo destaca a crescente importância das redes sociais na promoção de destinos e a necessidade de uma gestão competente e adaptada às especificidades de cada município.
This dissertation investigates the importance of Instagram in promoting tourist destinations in the Douro sub-region, using a mixed qualitative and quantitative approach. Interviews were conducted with those responsible for tourism promotion in five municipalities (Lamego, Mesão Frio, Santa Marta de Penaguião, São João da Pesqueira, and Tabuaço), and online questionnaires were administered to Instagram users to evaluate the effectiveness of destination communication and identify potential areas for improvement. The results revealed that Instagram is a crucial tool for tourism promotion, significantly increasing the visibility of destinations and attracting visitors. However, some limitations were identified, such as difficulties in contacting the municipalities, which may compromise the consistency of the digital presence. For future studies, it is suggested to apply this research to different tourist destinations to better understand how to optimize Instagram presence. The investigation concluded that an active and well-managed presence on Instagram is vital for the effective communication of tourist destinations. The results provide a solid foundation for future research in the areas of tourism and social media, highlighting the need for well-defined digital strategies for successful tourism promotion. Finally, this study underscores the growing importance of social media in promoting destinations and the need for competent management adapted to the specificities of each municipality.
This dissertation investigates the importance of Instagram in promoting tourist destinations in the Douro sub-region, using a mixed qualitative and quantitative approach. Interviews were conducted with those responsible for tourism promotion in five municipalities (Lamego, Mesão Frio, Santa Marta de Penaguião, São João da Pesqueira, and Tabuaço), and online questionnaires were administered to Instagram users to evaluate the effectiveness of destination communication and identify potential areas for improvement. The results revealed that Instagram is a crucial tool for tourism promotion, significantly increasing the visibility of destinations and attracting visitors. However, some limitations were identified, such as difficulties in contacting the municipalities, which may compromise the consistency of the digital presence. For future studies, it is suggested to apply this research to different tourist destinations to better understand how to optimize Instagram presence. The investigation concluded that an active and well-managed presence on Instagram is vital for the effective communication of tourist destinations. The results provide a solid foundation for future research in the areas of tourism and social media, highlighting the need for well-defined digital strategies for successful tourism promotion. Finally, this study underscores the growing importance of social media in promoting destinations and the need for competent management adapted to the specificities of each municipality.
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Keywords
Destinos Turísticos Douro Instagram Marketing Redes Sociais Turismo