A COMUNICAÇÃO TURÍSTICA DO VISIT MS EM PERÍODO DE PANDEMIA DA COVID-19

Abstract

This paper aims to analyze the tourism promotion of the Mato Grosso do Sul state through the campaign VISIT MS Instagram profile (@visitmsoficial), during the COVID-19 pandemic specific period. The campaign was promoted by the Tourism Foundation of Mato Grosso do Sul (FUNDTUR-MS), responsible for the tourism in a state scale. Considering the image as a communication key element this travel destination, posts were analyzed on the chosen social network, within the beginning period of COVID-19 cases in Brazil, between March 11^th, 2020 until September 29^th, 2020 – when it was launched the FUNDTUR-MS resumption campaign: “Vem, mas vem de máscara!” (“Come but come with a mask!”). In total, 196 images were collected and analyzed based on 12 items, such as: different file types, hashtags, locations, numbers of likes, publication periods, Instagram algorithm, and others. It was noticed that the image of Mato Grosso do Sul was treated with a more regionalized identity, valuing typical products and reinforcing types of target audience. The positioning comes through the identification of personas: younger adults, families, couples, senior citizens, LGBT people, in addition to the events and business meetings, fishing and birdwatching in the Pantanal. With this environment, FUNDTUR bet on images in open air and other spaces that nature provides. Moreover, caution was noticed when dealing with the tourism resumption considering the serious pandemic, adopting precautionary and restrictive actions, attempting a gradual return, minimizing the aggravation of COVID-19 cases. Based on scientific studies, it will only be effectively safe after the beginning of a mass vaccination campaign.