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O Marketing de Destinos e a influência dos vídeos promocionais turísticos nas decisões de viagem
| Name: | Description: | Size: | Format: | |
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| 16.12 MB | Adobe PDF |
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Abstract(s)
Ao longo dos últimos tempos, o turismo tem assumido enquanto atividade, uma importância crescente em todo o mundo, cujos impactos sendo diretos ou indiretos são transversais a toda a sociedade. Portanto, saber comunicar, de forma adequada os destinos turísticos, assume também uma crescente importância pois apenas os destinos que se encontram bem presentes na mente dos turistas serão considerados na hora de escolher um destino a visitar. Por isso esta investigação surge, dada a crescente importância dos vídeos de promoção turística dos diferentes destinos turísticos, em particular num contexto de crescente relevância das redes sociais. Logo, o objetivo desta investigação é analisar os meios audiovisuais na área do turismo e entender qual o contributo e a influência dos vídeos promocionais turísticos para aumentar a atratividade dos destinos e influenciar as decisões de viagem. O desenvolvimento do trabalho inicia com um enquadramento teórico sobre a importância do turismo e o papel do marketing no setor do turismo. Destacam-se os conceitos fundamentais de destinos turísticos, o papel dos vídeos promocionais turísticos na perceção dos consumidores, elementos-chave na criação de vídeos promocionais turísticos, segmentação de mercado e personalização na produção de vídeos promocionais e estratégias de promoção e alcance do público-alvo. Como ferramenta de pesquisa empírica elaborou-se um questionário que foi aplicado a uma amostra representativa de potenciais turistas, e elaborou-se uma tabela para cada publicação de vídeos que promovessem a Festa da Castanha, na rede social do Facebook, com o intuito de analisar o conteúdo dos comentários. Os resultados obtidos nesta pesquisa fornecem informações interessantes para explorar o potencial do papel dos vídeos promocionais turísticos na escolha de um destino.
Over recent times, tourism has assumed increasing importance as an activity throughout the world, whose impacts, whether direct or indirect, are transversal to the entire society. Therefore, knowing how to adequately communicate tourist destinations also assumes increasing importance, as only destinations that are present in the minds of tourists will be considered when choosing a destination to visit. That is why this investigation arises, given the growing importance of tourism promotion videos for different tourist destinations, particularly in a context of growing relevance of social networks. Therefore, the objective of this research is to analyze audiovisual media around tourism and understand the contribution and influence of tourist promotional videos to increase the attractiveness of destinations and influence travel decisions. The development of the work begins with a theoretical framework on the importance of tourism and the role of marketing in the tourism sector. The fundamental concepts of tourist destinations are highlighted, the role of tourist promotional videos in the perception of consumers, key elements in the creation of tourist promotional videos, market segmentation and personalization in the production of promotional videos and promotion strategies and audience reach-target. As an empirical research tool, a questionnaire was prepared and applied to a representative sample of potential tourists, and a table was created for each video publication that promoted the Castanha Festival, on the Facebook social network, with the aim of analyzing the content of the comments. The results obtained in this research provide interesting information to explore the potential role of tourist promotional videos in choosing a destination.
Over recent times, tourism has assumed increasing importance as an activity throughout the world, whose impacts, whether direct or indirect, are transversal to the entire society. Therefore, knowing how to adequately communicate tourist destinations also assumes increasing importance, as only destinations that are present in the minds of tourists will be considered when choosing a destination to visit. That is why this investigation arises, given the growing importance of tourism promotion videos for different tourist destinations, particularly in a context of growing relevance of social networks. Therefore, the objective of this research is to analyze audiovisual media around tourism and understand the contribution and influence of tourist promotional videos to increase the attractiveness of destinations and influence travel decisions. The development of the work begins with a theoretical framework on the importance of tourism and the role of marketing in the tourism sector. The fundamental concepts of tourist destinations are highlighted, the role of tourist promotional videos in the perception of consumers, key elements in the creation of tourist promotional videos, market segmentation and personalization in the production of promotional videos and promotion strategies and audience reach-target. As an empirical research tool, a questionnaire was prepared and applied to a representative sample of potential tourists, and a table was created for each video publication that promoted the Castanha Festival, on the Facebook social network, with the aim of analyzing the content of the comments. The results obtained in this research provide interesting information to explore the potential role of tourist promotional videos in choosing a destination.
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Keywords
Turismo Marketing vídeos destinos turísticos Tourism Marketing videos tourist destinations
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Without CC licence