A influência do Facebook e Instagram na escolha da cidade do Porto pelos turistas brasileiros: um estudo quantitativo

Abstract

The interactive nature of the internet and social networks adds new possibilities for tourist destination marketing. As presented in the literature review, an image induction of the tourist destination depends on the production and dissemination of content information, thus integrating technological resources in communication processes. Therefore, an online experience can make the destination more tangible for people and improve the image that potential tourists have of them, thus influencing the decision of vacation destination. This study aims to investigate if the pages, profiles and publications, related to Porto city, on Facebook and Instagram are effectively relevant, allow to have a positive image and influencing brazilian tourists to visit the destination. A quantitative, exploratory and non-probabilistic nature investigation was carried on, based on the literature and applying an online survey (the sample consists of 225 validated questionnaires). For the results, a descriptive statistical analysis was made. The results obtained in this research demonstrated that the information available on Facebook and Instagram can influence brazilian tourists who choose the Porto city as a destination to visit. Beyond, it was possible to confirm, significantly, a relationship between social networks and the tourist destination image, as well as relationship between social networks and the intention to visit the tourist destination. Based on the results achieved, is it possible confirm the marketing strategies impact on social networks by tourism organizations and the interaction generated in the context, a greater effort by tourism organizations is suggested for the planning and development of this type of specific strategy, so that the image of the destination can be improved and the intention of visiting from potential tourists to be stimulated, in this specific study of brasilian tourists.

Date of Award	2019
Original language	Portuguese
Supervisor	MARIA TERESA RIBEIRO CANDEIAS (Supervisor) & JORGE REMONDES DE SOUSA (Supervisor)