Resumen de Regiões de turismo de Portugal Continental e seu posicionamento na rede social Facebook

Barbara Coutinho Pires dos Santos, Maria Filomena Torres, Amador Durán Sánchez, Claudia Patricia Maldonado-Erazo

• español

  The impact of new technologies, especially the use of the internet as a form of interaction in social networks in marketing activities, allows to outline strategies and forms of appealing and original communication in the tourism sector. Becoming crucial for it to survive in this increasingly globalized era and differentiate its products and services, in order to motivate social network users and provide them with the desire and need to interact or even the motivation to experience what each tourism region can offer. This research has as main objectives to identify and compare the differences of interaction between the pages of the Mainland Portugal Tourism regions, in order to understand which of these regions most benefit from their presence in social networks (in this case Facebook), as a strategic marketing tool, in the search for obtaining greater notoriety and stimulating the involvement with consumers. To this end, it was developed a literature review on topics such as web 2.0, tourism marketing, social networks, consumer engagement. Subsequently, a content and performance analysis of these pages of Mainland Portugal Tourism regions on Facebook, using digital metrics, between March and May 2015, for comparison and tabulation of results. It was found that, the amount of information provided by the page does not have a direct relationship with consumer engagement and that there are many differences between user engagement with each destination studied.

• English

  The impact of new technologies, especially the use of Internet as a means of interaction of social networks in the marketing activities allows outline strategies and original forms of communication in the tourism sector. Turning into crucial in order that the same can survive in this era increasingly globalized and differentiate their products and services, in order to motivate users of the social network and provide them the desire and the need to interact or even motivation to experience what each tourist region can offer. This research has as main objective to identify and compare the differences of interaction between the pages of the regions of Tourism of Portugal Continental, in order to understand which of those regions benefit more of their presence in social networks (in this case Facebook) as a strategic marketing tool in the search for greater notoriety and of stimulate commitment to consumers. For this purpose, we have developed an analysis of literature on topics such as Web 2.0, tourism marketing, social networks, consumer involvement. Subsequently, an analysis of content and performance of the pages of the regions of Tourism of Portugal Continental on Facebook, using digital metrics, between March and May 2015, for comparison and tabulation of results. It was found that the amount of information provided by the page has a direct relationship with the commitment to consumers and there are many differences between the participation of users in each destination studied.

• português

  O impacto das novas tecnologias, principalmente a utilização da internet como forma de interação nas redes sociais nas atividades de marketing, permite delinear estratégicas e formas de comunicação apelativas e originais no setor de turismo. Tornando-se crucial para que, o mesmo, sobreviva nesta era cada vez mais globalizada e diferencie os seus produtos e serviços, de forma a motivar os utilizadores da rede social e proporcionar aos mesmos, o desejo e a necessidade de interagir ou, ainda, a motivação para experienciar o que cada região de turismo lhe pode oferecer. Esta investigação tem como principais objetivos identificar e comparar as diferenças de interação entre as páginas das regiões de Turismo de Portugal Continental, com o intuito de perceber quais dessas regiões mais se beneficiam de sua presença nas redes sociais (no caso o Facebook), como ferramenta de marketing estratégica, na procura por obter maior notoriedade e estímulo ao envolvimento com os consumidores. Com esse intuito, desenvolveu-se uma análise bibliográfica sobre temas como web 2.0, marketing turístico, redes sociais, envolvimento do consumidor. Posteriormente, uma análise de conteúdo e desempenho dessas páginas de regiões de Turismo de Portugal Continental no Facebook, utilizando-se de métricas digitais, entre março e maio de 2015, para comparação e apuramento de resultados. Verificou-se que, a quantidade de informação disponibilizada pela página não tem uma relação direta com o envolvimento com o consumidor e que existem muitas diferenças entre o envolvimento dos utilizadores com cada destino estudado.