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Publication
O Instagram como Ferramenta Estratégica de Comunicação Turística: Análise das ERT’s de Portugal Continental
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.52 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A imagem do destino turístico exerce um papel determinante no processo de decisão dos turistas, influenciando desde a escolha do destino até à decisão de viajar, revisitar e recomendar, sendo fundamental para a satisfação, fidelização e construção de uma ligação emocional com o destino. Neste contexto, as redes sociais e, em particular, o Instagram, afirmaram-se como canais estratégicos para a comunicação e promoção de destinos turísticos, permitindo às entidades responsáveis gerir e projetar a imagem dos territórios junto de potenciais turistas, comunicando através das suas páginas oficiais. O presente estudo visa analisar a forma como as Entidades Regionais de Turismo (ERT’s) de Portugal Continental utilizam o Instagram para promover a imagem dos seus destinos e experiências turísticas, explorando os atributos mais frequentemente comunicados e os tipos de experiências associados. Partindo de uma investigação de natureza exploratória e de um estudo de casos múltiplos, foi aplicada uma metodologia mista, combinando a análise quantitativa do engagement (likes e comentários), com a análise qualitativa dos conteúdos presentes nas descrições dos posts realizados pelas ERT’s na rede social. A análise incidiu sobre 1023 publicações, recolhidas entre 5 maio e 31 de dezembro de 2023, nos perfis oficiais das cinco ERT’s de Portugal Continental. Os resultados evidenciaram que as ERT’s comunicam predominantemente atributos ligados a elementos históricos e culturais, e a recursos naturais, promovendo, sobretudo, experiências de caráter estético e, com menor expressão, de entretenimento. Em termos de engagement, destacaram-se as regiões do Centro de Portugal e Alentejo.
The image of a tourist destination plays a decisive role in tourists’ decision-making processes, influencing not only the choice of destination but also the decision to travel, revisit, and recommend it, being essential for satisfaction, loyalty, and the creation of an emotional bond with the place. In this context, social media — particularly Instagram — has established itself as a strategic communication and promotional channel for tourist destinations, allowing the responsible entities to manage and project the image of their territories to potential tourists through their official pages. This study aims to analyse how the Regional Tourism Entities (ERT’s) of mainland Portugal use Instagram to promote the image of their destinations and associated tourist experiences, exploring the most frequently communicated destination attributes and the types of experiences promoted. Based on an exploratory investigation and a multiple case study, a mixed-method approach was adopted, combining quantitative analysis of engagement metrics (likes and comments) with qualitative content analysis of the captions published by the ERT’s on Instagram. The analysis covered 1023 posts published between May 5 and December 31, 2023, on the official profiles of the five ERT’s of mainland Portugal. The results showed that the ERT’s predominantly communicated attributes related to historical and cultural elements, as well as natural resources, mainly promoting aesthetic experiences and, to a lesser extent, entertainment experiences. In terms of engagement, the regions of Centro de Portugal and Alentejo recorded the highest performance.
The image of a tourist destination plays a decisive role in tourists’ decision-making processes, influencing not only the choice of destination but also the decision to travel, revisit, and recommend it, being essential for satisfaction, loyalty, and the creation of an emotional bond with the place. In this context, social media — particularly Instagram — has established itself as a strategic communication and promotional channel for tourist destinations, allowing the responsible entities to manage and project the image of their territories to potential tourists through their official pages. This study aims to analyse how the Regional Tourism Entities (ERT’s) of mainland Portugal use Instagram to promote the image of their destinations and associated tourist experiences, exploring the most frequently communicated destination attributes and the types of experiences promoted. Based on an exploratory investigation and a multiple case study, a mixed-method approach was adopted, combining quantitative analysis of engagement metrics (likes and comments) with qualitative content analysis of the captions published by the ERT’s on Instagram. The analysis covered 1023 posts published between May 5 and December 31, 2023, on the official profiles of the five ERT’s of mainland Portugal. The results showed that the ERT’s predominantly communicated attributes related to historical and cultural elements, as well as natural resources, mainly promoting aesthetic experiences and, to a lesser extent, entertainment experiences. In terms of engagement, the regions of Centro de Portugal and Alentejo recorded the highest performance.
Description
Keywords
Atributos Comunicação Turística Imagem do Destino Turístico Instagram Portugal Continental Tipos de Experiência