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Abstract(s)
A transformação digital traz um nĂșmero ilimitado de oportunidades. Os avanços das Novas Tecnologias da Informação, nomeadamente, da World Wide Web e das redes socias, desencadearam uma mudança no paradigma de comunicação. O advento da Internet, ligado Ă velocidade e ao fĂĄcil acesso Ă informação, possibilitaram a criação de um novo perfil de consumidor â o prosumer â um consumidor que deixa de ser passivo para passar a produzir conteĂșdo capazes de alcançar e influenciar uma comunidade. Com a Internet, surgiram as redes sociais, que se tornaram um espaço propĂcio Ă troca de informação entre pares e Ă© nestas comunidades virtuais que despontam os chamados influencers. O avanço das Tecnologias da Informação, tem vindo a desencadear alteraçÔes profundas na pesquisa de informação turĂstica e no comportamento do consumidor de turismo. Tendo surgido em 2010, o Instagram Ă© uma rede social essencialmente visual e com profundo impacto no Turismo pelo que se torna relevante o estudo da sua influĂȘncia neste sector, avaliando de que forma justifica e interfere na escolha do destino turĂstico. Tendo em conta o tema de investigação, foi escolhida uma metodologia de carĂĄcter quantitativo e qualitativo. Deste modo, foram escolhidos como instrumentos de recolha de dados o inquĂ©rito por questionĂĄrio e a anĂĄlise de conteĂșdo. Com uma amostra de 109 inquiridos, os resultados do inquĂ©rito disponibilizado online, e a anĂĄlise de quatro contas de influenciadores digitais permitiram confirmar trĂȘs das cinco hipĂłteses da investigação. As conclusĂ”es mostram que o Instagram tem influĂȘncia no consumidor, nĂŁo tanto na escolha do destino turĂstico, mas na descoberta de novos destinos e estimula o desejo de viajar, ao tornar os destinos partilhados nesta rede social mais apetecĂveis.
Digital transformation brings unlimited numbers of opportunities. The advances of the New Information Technologies, namely, the World Wide Web and the social networks, triggered a change in the communication paradigm. The advent of the Internet, linked to speed and easy access to information, has enabled the creation of a new consumer profile - the prosumer - a consumer who ceases to be passive to produce content able of influence a community. With the Internet, social networks have emerged, which have become a space conducive to the exchange of information between peers and it is in these virtual communities that the so-called influencers emerge. The advancement of Information Technologies has been triggering profound changes in the research of tourism information and in the behaviour of the tourism consumer. Having emerged in 2010, Instagram is a social network that is essentially visual and has a profound impact on tourism, so it is relevant to study its influence in this sector, assessing how it justifies and interferes with the choice of the tourist destination. " Taking into account the research theme, a quantitative and qualitative methodology was chosen. In this way, the questionnaire survey and content analysis were chosen as data collection instruments. With a sample of 109 respondents, the results of the survey made available online, and the analysis of four accounts of digital influencers allowed to confirm three of the five hypotheses of the investigation. The findings show that Instagram has consumer influence, not so much in the choice of tourist destination, but in discovering new destinations and stimulates the desire to travel, by making shared destinations in this social network more appealing
Digital transformation brings unlimited numbers of opportunities. The advances of the New Information Technologies, namely, the World Wide Web and the social networks, triggered a change in the communication paradigm. The advent of the Internet, linked to speed and easy access to information, has enabled the creation of a new consumer profile - the prosumer - a consumer who ceases to be passive to produce content able of influence a community. With the Internet, social networks have emerged, which have become a space conducive to the exchange of information between peers and it is in these virtual communities that the so-called influencers emerge. The advancement of Information Technologies has been triggering profound changes in the research of tourism information and in the behaviour of the tourism consumer. Having emerged in 2010, Instagram is a social network that is essentially visual and has a profound impact on tourism, so it is relevant to study its influence in this sector, assessing how it justifies and interferes with the choice of the tourist destination. " Taking into account the research theme, a quantitative and qualitative methodology was chosen. In this way, the questionnaire survey and content analysis were chosen as data collection instruments. With a sample of 109 respondents, the results of the survey made available online, and the analysis of four accounts of digital influencers allowed to confirm three of the five hypotheses of the investigation. The findings show that Instagram has consumer influence, not so much in the choice of tourist destination, but in discovering new destinations and stimulates the desire to travel, by making shared destinations in this social network more appealing
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Keywords
Instagram Turismo Redes Sociais Marketing Digital Tourism Social Media Networks Digital marketing