MARKETING DIGITAL NO TURISMO DE PONTA GROSSA (PARANÁ)

Abstract

With the increasing use of the internet in the search for information for choosing a tourist destination, the use of websites for the marketing of destinations by operators is an important strategy. The objective of this research was to analyze the social networks of tour operators that market the municipality of Ponta Grossa. The exploratory-descriptive research used document analysis of the social networks (Instagram and Facebook) of 18 organizations that marketed Ponta Grossa (between October and November 2021). The analytical framework was composed of categories defined a priori based on the theoretical framework and following the precepts of content analysis according to Bardin (1977). The digital marketing strategies used by these organizations are finally compared and discussed based on the benchmark. In the end, an overview of the reality studied was obtained