O MARKETING DE RELACIONAMENTO DA INDÚSTRIA HOTELEIRA ATRAVÉS DA REDE SOCIAL INSTAGRAM NA CRISE DA PANDEMIA COVID-19

Estudo de caso da rede de hotéis Accor Brasil

Autores

Palavras-chave:

COVID-19, Relationship marketing, Engagement, Empathic Communication, Instagram

Resumo

The COVID-19 pandemic brought the production process to a halt in the tourist chain, directly impacting the economic sphere and marketing communication between organizations in the segment and their interested public. The present work aims to identify whether the communication through the Instagram posts of the multinational hotel chain Accor was adapted to the COVID-19 pandemic scenario between December 2019 and June 2020 and the followers' level of engagement in its digital profile. The more-than-human netnography proposed by Lugosi & Quinton (2018) was adopted as a methodological approach, having as object of analysis the posts of the profile @all_latam (Accor América Latina) on Instagram and the behavior of the followers. We identified a follower appreciation regarding COVID-19 material. Therefore, hotel companies should produce crisis content related to increasing engagement on Social media posts

Biografia do Autor

Marco Antônio Borges Fontgalland, UECE-Brazil

Mestrando em Gestão de Negócios turísticos pela UECE MPGNT. Possui graduação pela Universidade Gama Filho (2002). Atualmente é professor universitário do Instituto Don José de educação e cultura. Tem experiência na área de Administração, com ênfase em Marketing, atuando principalmente nos seguintes temas: sustentabilidade, liderança, comunicação, RH e ética.

Wellington Araujo Junior, UECE-Brazil

Mestrando em Gestão de Negócios Turísticos pela UECE; MBA: Fundação Getúlio Vargas | FGV, Gestão de Negócios em Comércio e Vendas; MBA: Faculdade CDL | UFC, Administração e Marketing de Varejo; Graduação: Universidade Federal do Ceará | UFCE, Administração de Empresas.

André Riani Costa Perinotto, Universidade Federal do Delta do Parnaíba - Curso de Turismo, Universidade Estadual do Ceará - Mestrado em Gestão de Negócios Turísticos, Universidade Federal do Paraná - Mestrado em Turismo

Doutor em Ciências da Comunicação – UNISINOS/RS, Mestre em Geografia (Organização do Espaço) – UNESP/Rio Claro, Especialista em Docência para Ensino Superior (Turismo e Hotelaria) – SENAC/SP e Bacharel em Turismo – UNIMEP/SP. Professor Adjunto do Curso de Turismo da UFDPar (Universidade Federal do Delta do Parnaíba – Brasil), Professor Permanente do Mestrado em Turismo PPGTur da UFPR e Professor Permanente do Mestrado em Gestão de Negócios Turísticos da UECE (Universidade do Estado do Ceará). Diretor da ABRATUR - International Academy for the Development of Tourism Research in Brazil. ORCID: https://orcid.org/0000-0001-7094-3758

Valério Souza-Neto, USP - EACH

Doutorando em Ciências (área de concentração: Desenvolvimento do Turismo) pela USP. Mestre em Turismo pela UFF, com sanduíche na Universidade de Girona (Espanha). Pesquisador pelos grupos de pesquisa "Observatório do Turismo do Rio de Janeiro" e "LABCONS - Laboratório de Estudos Comportamentais no Turismo" e Grupo de Pesquisa em Economia do Turismo - GPET". Especialista em Gestão de Pessoas. Bacharel em Turismo pela Universidade Federal do Maranhão, com sanduíche na Westminster Kingsway College (Reino Unido). É um dos fundadores da Rede Brasileira de Jovens Pesquisadores em Turismo (Branytour)

Letícia Santos-Silva, UFF

Mestranda em Turismo pela Universidade Federal Fluminense (UFF). Bacharela em Turismo pela Universidade Federal do Maranhão (UFMA) com graduação sanduíche na Newcastle College, em Newcastle Upon Tyne - Reino Unido, na condição de bolsista CAPES, pelo Programa de Qualificação Internacional em Turismo e Hospitalidade no Reino Unido do Ministério do Turismo. Supervisora do Observatório do Turismo do Maranhão, vinculado a Secretaria de Estado do Turismo.

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2022-06-01

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Fontgalland, M. A. B. ., Araujo Junior, W. ., Perinotto, A. R. C., Souza-Neto, V. ., & Santos-Silva, L. . (2022). O MARKETING DE RELACIONAMENTO DA INDÚSTRIA HOTELEIRA ATRAVÉS DA REDE SOCIAL INSTAGRAM NA CRISE DA PANDEMIA COVID-19: Estudo de caso da rede de hotéis Accor Brasil. Marketing & Tourism Review, 7(1). Recuperado de https://revistas.face.ufmg.br/index.php/mtr/article/view/7497

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