A influência do marketing digital via Instagram na imagem de um destino turístico e na intenção de visitação
Keywords:
Digital Marketing, Instagram, Online Experience, Tourist Destination Image, Visit IntentionAbstract
The social networks have been used as a tool for digital marketing. The companies found an opportunity to expand their relations with the public, sharing content, minimizing costs and still interacting with the client in real time. This study aims to analyze the influence of digital marketing carried out via Instagram on the tourist destination image and visit intention. This is a pre-experimental research, of pre-test / post-test type, developed with a single group, composed of 30 undergraduate students from a university in the city of São Luís, Maranhão/ Brazil. It was found an increase in destination image perceived by the respondents after the experiment. The results showed that the online experience in Instagram is a relevant factor to be considered in the management of the destination image. It is also concluded that, in relation to the visitation intention, the positive experience with Instagram is an influence factor over potential consumers surveyed in the choice of a tourist destination. Among the network's tools, hashtags stood out.
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