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Advisor(s)
Abstract(s)
Imagem de um destino turístico deve ser
trabalhada pelos diversos players da indústria turística, como
forma de atração do destino, e promovida em diversos canais de
comunicação, nomeadamente nos social media. As redes sociais
são uma fonte de informação, de partilha de conteúdo e de
experiências, por parte dos diversos utilizadores, podendo
condicionar a imagem criada de um destino favoravelmente ou
não. A região do Douro Vinhateiro, Património Mundial desde
2001, apresenta-se como um destino turístico por excelência,
pelos seus diversos atrativos. Assim, o presente estudo
exploratório pretende analisar a presença nas redes sociais do
destino Douro Vinhateiro e identificar as dimensões da imagem
do destino. Para tal, foi efetuada uma pesquisa por “Douro
Turismo” na rede social Facebook, e foram analisadas as páginas
de quatro empresas. Da pesquisa dos diversos conteúdos
resultaram três principais dimensões: o Rio Douro, as Vinhas e
a Cidade do Porto.
The image of a tourist destination must be worked by the various players in the tourist industry, as a way of attracting the destination, and promoted in several communication channels, namely in social media. Social networks are a source of information, content sharing and experiences by various users, and can condition the image created of a destination favorably or not. The Douro Wine Region, a World Heritage since 2001, presents itself as a tourist destination by excellence, due to its many attractions. Thus, this exploratory study aims to analyze the presence on the social networks of the destination Douro Vinhateiro and identify the dimensions of the image of the destination. To this end, a search was made for “Douro Turismo” on the social network Facebook, and the pages of four companies were analyzed. The search for the various contents resulted in three main dimensions: the Douro River, the Vineyards and the City of Porto.
The image of a tourist destination must be worked by the various players in the tourist industry, as a way of attracting the destination, and promoted in several communication channels, namely in social media. Social networks are a source of information, content sharing and experiences by various users, and can condition the image created of a destination favorably or not. The Douro Wine Region, a World Heritage since 2001, presents itself as a tourist destination by excellence, due to its many attractions. Thus, this exploratory study aims to analyze the presence on the social networks of the destination Douro Vinhateiro and identify the dimensions of the image of the destination. To this end, a search was made for “Douro Turismo” on the social network Facebook, and the pages of four companies were analyzed. The search for the various contents resulted in three main dimensions: the Douro River, the Vineyards and the City of Porto.
Description
Keywords
Imagem do destino Redes sociais Facebook Douro vinhateiro
Citation
Macedo, Cláudia; Esteves, Elsa; Morais, Elisabete Paulo (2021). Imagem do destino nas redes sociais: o caso do Douro vinhateiro. In 16th Iberian Conference on Information Systems and Technologies (CISTI). p. 1-6. ISBN 978-989-54659-1-0