Publication
Marketing de conteúdo multimédia : o YouTube como uma ferramenta de promoção do destino Açores
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Resumo, Índice, Introdução | 178.12 KB | Adobe PDF | ||
| Documento Principal | 3.64 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A popularidade e o progresso do destino Açores e do marketing de conteúdo são indiscutíveis. O número de turistas e o número de dormidas na região aumentou significativamente, proporcionando um forte crescimento da economia. O conteúdo vídeo, nomeadamente o YouTube, domina o tráfego online e lidera as novas tendências de marketing.
Após uma contextualização e definição de conceitos desta temática, este trabalho procurou investigar o YouTube como uma ferramenta poderosa e eficaz para promover o destino Açores do ponto de vista dos utilizadores, das Destination Marketing Organizations e dos influenciadores. Foi analisado o conteúdo visual, áudio e textual de bem como as propriedades de 388 vídeos, mediante categorias selecionadas previamente.
Este estudo permitiu delinear a imagem do destino Açores transmitida pelos vídeos e percebida pelos utilizadores bem como compreender o peso e a comunicação efetuada pelas diversas entidades envolvidas. As evidências sugerem que existem diferenças entre o conteúdo gerado pelo marketing, o conteúdo gerado pelos utilizadores e o conteúdo gerado por influenciadores digitais, originando percepções diferentes do destino Açores.
Apesar do conteúdo dos influenciadores digitais poder ser uma combinação do conteúdo de marketing e do conteúdo do utilizador, a comunicação efetuada assemelha-se mais ao conteúdo gerado pelos utilizadores.
ABSTRACT: The popularity and the progress of the Azores as tourism destination as well as the popularity and the progress of the content marketing are undeniable. The number of tourists and the number of overnights stays increased significantly, providing a strong growth of the region’s economy. Video content, such as YouTube, dominates online traffic and leads the new marketing trends. After a contextualization and definition of the related concepts, this work aims to investigate YouTube as a powerful and effective marketing tool for the Azores destination, from the point of view of users, Destination Marketing Organizations and influencers. The visual, audio and textual content of 388 videos was analyzed – along with the characteristics, using previously selected categories. With this study, we are able to draw the image of the Azores destiny transmitted by the videos and the image perceived by users as well as to understand the weight and the communication made by the several entities involved. The results indicate that the Marketing Generated Content, the User Generated Content and the Influencer Generated Content are different, which can cause different perceptions of the destination. Influencer Generated Content is mostly a combination of the other two; it is more similar to the User Generated Content.
ABSTRACT: The popularity and the progress of the Azores as tourism destination as well as the popularity and the progress of the content marketing are undeniable. The number of tourists and the number of overnights stays increased significantly, providing a strong growth of the region’s economy. Video content, such as YouTube, dominates online traffic and leads the new marketing trends. After a contextualization and definition of the related concepts, this work aims to investigate YouTube as a powerful and effective marketing tool for the Azores destination, from the point of view of users, Destination Marketing Organizations and influencers. The visual, audio and textual content of 388 videos was analyzed – along with the characteristics, using previously selected categories. With this study, we are able to draw the image of the Azores destiny transmitted by the videos and the image perceived by users as well as to understand the weight and the communication made by the several entities involved. The results indicate that the Marketing Generated Content, the User Generated Content and the Influencer Generated Content are different, which can cause different perceptions of the destination. Influencer Generated Content is mostly a combination of the other two; it is more similar to the User Generated Content.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, especialização em Marketing, 28 de março de 2019, Universidade dos Açores.
Keywords
Marketing Electrónico Turismo YouTube Açores
Citation
Moreira, Filipa Cristina Mota. "Marketing de conteúdo multimédia: o YouTube como uma ferramenta de promoção do destino Açores". 2019. 150 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2018. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/5096>.