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Authors
Advisor(s)
Abstract(s)
Este relatório de estágio visa a obtenção do grau de Mestre em Comunicação
Estratégica: Publicidade e Relações Públicas, na Universidade da Beira Interior, através
de todos os conhecimentos adquiridos ao longo do percurso académico e da experiência
profissional obtida no estágio curricular.
Vivemos na Era Digital e, devido à popularidade das redes sociais, a forma das
organizações praticarem marketing foi bastante impactada. O Storytelling, por facilitar a
criação de relações duradouras e leais entre o público e a marca, torna-se bastante
vantajoso para uma organização, especialmente quando utilizado nas redes sociais. Ao
longo dos tempos, a necessidade de praticar turismo aumentou e as redes sociais acabaram
por contribuir para a divulgação dessa mesma prática. Assim sendo, a utilização de
Storytelling no Instagram, representa uma vantagem, aquando falando de promoção
turística, para as organizações.
Durante o decorrer deste estágio, inserida no Gabinete de Turismo da Câmara
Municipal de Lagoa, a estagiária desempenhou várias funções, que serão mencionadas ao
longo do relatório.
Foi ainda efetuada uma pesquisa teórica sobre os temas relevantes e, através dela,
foi desenvolvido e implementado um plano de comunicação digital para o perfil de
Instagram Welcome to Lagoa. Este estudo tem como objetivo geral perceber se a
utilização do Storytelling na promoção turística altera, por si só, o engagement do público
no Instagram do Gabinete de Turismo da Câmara Municipal de Lagoa.
Os resultados obtidos com a realização do estudo empírico servirão tanto para
alcançar os objetivos traçados, como para serem divulgados à instituição acolhedora e
auxiliar na manutenção e melhoria da sua conta de Instagram.
This internship report aims to obtain a Master’s degree in Strategic Communication: Advertising and Public Relations, at University of Beira Interior, through all the knowledge acquired throughout the academic path and the professional experience obtained in the curricular internship. We live in the Digital Age and due to the popularity of social networks, the way organizations practice marketing has been greatly impacted. Storytelling, by facilitating the creation of lasting and loyal relationships between the public and the brand, becomes quite advantageous for an organization, especially when used on social networks. Over time, the need to practice tourism increased and social networks ended up contributing to the dissemination of tourism. Therefore, the use of Storytelling on Instagram represent an advantage, when talking about tourism promotion, for organizations. During the course of this internship, inserted in the Tourism Office of the Municipality of Lagoa, the intern performed several functions, which will be mentioned throughout the report. Theoretical research was also carried out on the relevant topics and, through it, a digital communication plan was developed and implemented for the Instagram profile Welcome to Lagoa. The general objective of this study is to understand whether the use of Storytelling in tourism promotion changes, by itself, the engagement of the public on the Instagram of the Tourism Office of the Municipality of Lagoa. The results obtained from carrying out the empirical study will serve both to achieve the objectives set, and to be disclosed to the host institution and help in the maintenance and improvement of your Instagram account.
This internship report aims to obtain a Master’s degree in Strategic Communication: Advertising and Public Relations, at University of Beira Interior, through all the knowledge acquired throughout the academic path and the professional experience obtained in the curricular internship. We live in the Digital Age and due to the popularity of social networks, the way organizations practice marketing has been greatly impacted. Storytelling, by facilitating the creation of lasting and loyal relationships between the public and the brand, becomes quite advantageous for an organization, especially when used on social networks. Over time, the need to practice tourism increased and social networks ended up contributing to the dissemination of tourism. Therefore, the use of Storytelling on Instagram represent an advantage, when talking about tourism promotion, for organizations. During the course of this internship, inserted in the Tourism Office of the Municipality of Lagoa, the intern performed several functions, which will be mentioned throughout the report. Theoretical research was also carried out on the relevant topics and, through it, a digital communication plan was developed and implemented for the Instagram profile Welcome to Lagoa. The general objective of this study is to understand whether the use of Storytelling in tourism promotion changes, by itself, the engagement of the public on the Instagram of the Tourism Office of the Municipality of Lagoa. The results obtained from carrying out the empirical study will serve both to achieve the objectives set, and to be disclosed to the host institution and help in the maintenance and improvement of your Instagram account.
Description
Keywords
Câmara Municipal de Lagoa Promoção Turística Redes Sociais Storytelling