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Abstract(s)
A Internet e as redes sociais desempenham um papel cada vez mais importante no turismo, uma vez que os consumidores confiam muito nas opiniĂ”es de outros utilizadores. As redes sociais permitem recolher dados, contactar pessoas e tomar decisĂ”es de viagem, permitindo a rĂĄpida divulgação da satisfação ou insatisfação dos clientes. Esta dissertação foca-se em Cabo Verde, um destino turĂstico em crescimento, reconhecido pelo seu clima e cultura rica, visando identificar a influĂȘncia das redes sociais na escolha do destino turĂstico Cabo Verde.
Este estudo utilizou uma abordagem quantitativa, baseada num questionĂĄrio online direcionado aos turistas que pretendem visitar Cabo Verde. O questionĂĄrio foi construĂdo a partir de revisĂŁo de literatura e ajustado aos objetivos da investigação. Foram recolhidas 259 respostas vĂĄlidas. Os dados recolhidos foram analisados utilizando um software estatĂstico JAMOVI.
Os resultados mostram que as redes sociais, especialmente o Facebook e o Instagram, tĂȘm um impacto significativo nas decisĂ”es dos turistas, sendo o Facebook mais popular entre os turistas com mais idade e o Instagram entre os mais jovens. A promoção turĂstica de Cabo Verde nas redes sociais foi avaliada positivamente, com a utilização de conteĂșdos visuais, como fotografias e vĂdeos, a influenciar o desejo de visitar o paĂs. Elementos como o clima, as atraçÔes naturais e a gastronomia foram identificados como fatores que atraem os turistas, que procuram relaxamento, novas experiĂȘncias e contacto cultural.
A investigação apresenta uma contribuição relevante tanto na ĂĄrea teĂłrica como prĂĄtico e metodolĂłgica. O estudo apresenta dados prĂĄticos para o turismo em Cabo Verde. O investimento em influenciadores digitais e redes sociais populares, como o Facebook e o Instagram, pode aumentar a visibilidade e a atratividade do destino, criando conteĂșdos visuais que apoiem pontos fortes, como a gastronomia, as paisagens naturais e a cultura, atraindo novos turistas. Teoricamente, a pesquisa contribui ao explorar a influĂȘncia das redes sociais em destinos emergentes, enriquecendo a literatura sobre marketing turĂstico digital.
The Internet and social networks are playing an increasingly important role in tourism, as consumers rely heavily on the opinions of other users. Social networks make it possible to collect data, contact people and make travel decisions, allowing customers' satisfaction or dissatisfaction to be disseminated quickly. This dissertation focuses on Cape Verde, a growing tourist destination renowned for its climate and rich culture, with the aim of identifying the influence of social networks on the choice of tourist destination in Cape Verde. This study used a quantitative approach, based on an online questionnaire aimed at tourists who use social networks to plan trips. The questionnaire was based on a literature review and adjusted to the research objectives. 259 valid responses were collected. The data collected was analysed using JAMOVI statistical software. The results show that social networks, especially Facebook and Instagram, have a significant impact on tourists' decisions, with Facebook being more popular among older tourists and Instagram among younger ones. Cape Verde's tourism promotion on social media was rated positively, with the use of visual content such as photographs and videos influencing the desire to visit the country. Elements such as the climate, natural attractions and gastronomy were identified as factors that attract tourists, who are looking for relaxation, new experiences and cultural contact. The research makes a relevant contribution in both theoretical and practical and methodological terms. The study presents practical data for tourism in Cape Verde. Investing in digital influencers and popular social networks such as Facebook and Instagram can increase the visibility and attractiveness of the destination, creating visual content that supports strengths such as gastronomy, natural landscapes and culture, attracting new tourists. Theoretically, the research contributes by exploring the influence of social networks on emerging destinations, enriching the literature on digital tourism marketing.
The Internet and social networks are playing an increasingly important role in tourism, as consumers rely heavily on the opinions of other users. Social networks make it possible to collect data, contact people and make travel decisions, allowing customers' satisfaction or dissatisfaction to be disseminated quickly. This dissertation focuses on Cape Verde, a growing tourist destination renowned for its climate and rich culture, with the aim of identifying the influence of social networks on the choice of tourist destination in Cape Verde. This study used a quantitative approach, based on an online questionnaire aimed at tourists who use social networks to plan trips. The questionnaire was based on a literature review and adjusted to the research objectives. 259 valid responses were collected. The data collected was analysed using JAMOVI statistical software. The results show that social networks, especially Facebook and Instagram, have a significant impact on tourists' decisions, with Facebook being more popular among older tourists and Instagram among younger ones. Cape Verde's tourism promotion on social media was rated positively, with the use of visual content such as photographs and videos influencing the desire to visit the country. Elements such as the climate, natural attractions and gastronomy were identified as factors that attract tourists, who are looking for relaxation, new experiences and cultural contact. The research makes a relevant contribution in both theoretical and practical and methodological terms. The study presents practical data for tourism in Cape Verde. Investing in digital influencers and popular social networks such as Facebook and Instagram can increase the visibility and attractiveness of the destination, creating visual content that supports strengths such as gastronomy, natural landscapes and culture, attracting new tourists. Theoretically, the research contributes by exploring the influence of social networks on emerging destinations, enriching the literature on digital tourism marketing.
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Keywords
Turismo Redes sociais Cabo Verde Escolha do destino Marketing turĂstico