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Marketing digital [redes sociais] do Ribeira House: aplicação da inteligência artificial
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No atual contexto de transformação digital, a Inteligência Artificial (IA) emerge como uma ferramenta disruptiva capaz de redefinir a competitividade das Pequenas e Médias Empresas (PME) no setor do turismo. A presente dissertação tem como objetivo principal analisar o impacto da utilização da IA na comunicação digital do Ribeira House, um alojamento local situado em Mirandela, no nordeste de Portugal. Num contexto atual em que as redes sociais assumem um papel central na promoção turística e na construção da imagem das marcas, o presente trabalho de investigação procurou compreender de que forma a integração da IA pode contribuir para otimizar o desempenho digital e reforçar a autenticidade comunicacional de uma PME. Com base num estudo de caso de natureza exploratória e descritiva, através de duas redes sociais, Facebook e Instagram, foram aplicadas ferramentas de IA na criação e gestão de conteúdos publicados, nomeadamente o ChatGPT (para criação de conteúdo textual) e o Canva Pro (para design e edição), sendo posteriormente analisadas as métricas de desempenho através dos relatórios disponibilizados pelo Meta Business Suite. A metodologia combinou uma análise quantitativa, centrada em indicadores de alcance, interações, visualizações e novos seguidores, com uma componente qualitativa, focada na análise da coerência estética, do tom comunicacional e da perceção de autenticidade dos conteúdos. Os resultados obtidos revelam um impacto quantitativo expressivo na visibilidade e no envolvimento da marca. No Facebook, registou-se um aumento de 265,8% nas interações e de 341,2% na angariação de novos seguidores, impulsionado pela consistência editorial. No Instagram, verificou-se um crescimento de 327,8% no alcance, demonstrando a eficácia da IA na otimização de conteúdos para os algoritmos de recomendação. Verificou-se ainda que os conteúdos que enfatizam a dimensão emocional e humana do alojamento, articulados com a inovação tecnológica, obtêm uma maior aceitação e engagement. Conclui-se que a IA, quando aplicada de forma estratégica e humanizada, pode funcionar como um catalisador de eficiência e criatividade na comunicação digital desta pequena e média empresa turística, permitindo reforçar a visibilidade e a identidade de marca sem comprometer a autenticidade. No entanto, o estudo sublinha que a tecnologia não substitui a autenticidade: os conteúdos com maior carga identitária e humana continuam a gerar maior empatia e envolvimento.
In the current context of digital transformation, Artificial Intelligence (AI) emerges as a disruptive tool capable of redefining the competitiveness of Small and Medium-sized Enterprises (SMEs) in the tourism sector. The main objective of this dissertation is to analyze the impact of using AI in the digital communication of Ribeira House, a local accommodation unit located in Mirandela, in northeastern Portugal. In a context where social media plays a central role in tourism promotion and brand image building, the research sought to understand how the integration of AI can contribute to optimizing digital performance and reinforcing the communicational authenticity of a small tourism unit. Based on an exploratory and descriptive case study, AI tools were applied in the creation and management of content published on Facebook and Instagram platforms, namely ChatGPT (for textual content creation) and Canva Pro (for design and editing), with performance metrics subsequently analyzed through Meta Business Suite reports. The methodology combined a quantitative analysis, centered on indicators of reach, interactions, views, and new followers, with a qualitative component, focused on aesthetic coherence, communicational tone, and the perception of content authenticity. The results obtained reveal a significant quantitative impact on brand visibility and engagement. On Facebook, an increase of 265.8% in interactions and 341.2% in the acquisition of new followers was recorded, driven by editorial consistency. On Instagram, a growth of 327.8% in reach was observed, demonstrating the efficacy of AI in optimizing content for recommendation algorithms. It was also found that content emphasizing the emotional and human dimension of the accommodation, articulated with technological innovation, achieves greater acceptance and engagement. It is concluded that AI, when applied strategically and humanized, can function as a catalyst for efficiency and creativity in the digital communication of this small tourism enterprise, allowing for the reinforcement of visibility and brand identity without compromising authenticity. However, the study highlights that technology does not replace authenticity: content with a stronger identity and human appeal continues to generate greater empathy.
In the current context of digital transformation, Artificial Intelligence (AI) emerges as a disruptive tool capable of redefining the competitiveness of Small and Medium-sized Enterprises (SMEs) in the tourism sector. The main objective of this dissertation is to analyze the impact of using AI in the digital communication of Ribeira House, a local accommodation unit located in Mirandela, in northeastern Portugal. In a context where social media plays a central role in tourism promotion and brand image building, the research sought to understand how the integration of AI can contribute to optimizing digital performance and reinforcing the communicational authenticity of a small tourism unit. Based on an exploratory and descriptive case study, AI tools were applied in the creation and management of content published on Facebook and Instagram platforms, namely ChatGPT (for textual content creation) and Canva Pro (for design and editing), with performance metrics subsequently analyzed through Meta Business Suite reports. The methodology combined a quantitative analysis, centered on indicators of reach, interactions, views, and new followers, with a qualitative component, focused on aesthetic coherence, communicational tone, and the perception of content authenticity. The results obtained reveal a significant quantitative impact on brand visibility and engagement. On Facebook, an increase of 265.8% in interactions and 341.2% in the acquisition of new followers was recorded, driven by editorial consistency. On Instagram, a growth of 327.8% in reach was observed, demonstrating the efficacy of AI in optimizing content for recommendation algorithms. It was also found that content emphasizing the emotional and human dimension of the accommodation, articulated with technological innovation, achieves greater acceptance and engagement. It is concluded that AI, when applied strategically and humanized, can function as a catalyst for efficiency and creativity in the digital communication of this small tourism enterprise, allowing for the reinforcement of visibility and brand identity without compromising authenticity. However, the study highlights that technology does not replace authenticity: content with a stronger identity and human appeal continues to generate greater empathy.
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Inteligência artificial Marketing digital Pequena média empresa Turismo Redes sociais