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Publication
A promoção turística dos destinos no contexto pós-pandémico
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| 4.33 MB | Adobe PDF |
Abstract(s)
A pandemia de Covid-19 desencadeou uma série de medidas de precaução a nível mundial, incluindo quarentenas que restringiram as deslocações. O setor do turismo, intrinsecamente dependente da mobilidade de pessoas, enfrentou um desafio inédito, que exigiu, consequentemente, adaptação e evolução de toda a indústria associada. As DMOs (Destination Marketing Organization), que lideram o marketing dos destinos, foram impelidas a ajustar a sua estratégia de formas distintas, mas com o mesmo intuito. Procuraram cativar os turistas, fomentando a vontade de viajar e cultivando a esperança de explorar novos destinos, quando as restrições de viagem fossem extintas. Este estudo procurou compreender as diferenças entre os elementos das campanhas turísticas, criadas pelas DMOs, comparando campanhas semelhantes de vídeo, publicadas em ambas as fases, do pré-Covid e pós-Covid-19, em destinos sem e com certificações sustentáveis diferentes. Para se compreender melhor que evolução comunicacional, foram analisadas as imagens, as palavras-chave e nível emocional do conteúdo existente nas páginas oficiais. Os resultados mostram que a comunicação passou a conter mais material publicitário, como logotipos das organizações e parceiros, bem como texto promocional. A estes acrescem mais elementos relacionados com a hotelaria. Contudo, poucas alterações se verificaram ao nível dos elementos de comunicação sustentável e de saúde e higiene. Denota-se, também, uma maior utilização de palavras-chave com conotação positiva nos canais próprios das DMOs. Porém alguns destinos apresentam conotações sentimentais negativas, devido a eventos históricos, como os países asiáticos, devido à origem chinesa do surto do Covid, e a Islândia, devido ao histórico de erupções vulcânicas. Este trabalho permite aos DMOs avaliaram o seu posicionamento, mas deixa por investigar algumas áreas que poderão ser exploradas em futuros trabalhos.
ABSTRACT: The Covid-19 pandemic forced a global shift in precautionary measures, including travel restrictions. The tourism sector, which relies heavily on people's mobility, faced unprecedented challenges, requiring adaptation and evolution throughout the industry. Destination Marketing Organizations (DMOs), responsible for promoting destinations, were forced to adapt their strategies in different ways, but with a common goal: to attract tourists by fostering the desire to travel and nurturing hope of exploring new destinations once travel restrictions were lifted. This study aimed to understand the differences in elements between tourism campaigns created by DMOs by comparing similar video campaigns published in the pre-COVID and post-COVID-19 phases in destinations with and without different sustainable certifications. To better understand the communicational evolution, images, keywords, and emotional content on official pages were analyzed. The results revealed that communication now contains more promotional materials, such as organization and partner logos, as well as promotional text. Additionally, there is an increase in elements related to the hospitality industry. However, few changes were observed in sustainable communication and health and hygiene aspects. Furthermore, there is a higher use of positive connotation keywords on DMOs' channels. Nevertheless, some destinations present negative emotional connotations due to historical events, such as Asian countries due to the Chinese origin of the COVID outbreak and Iceland due to its history of volcanic eruptions. This study allows DMOs to assess their positioning, but it leaves unexplored areas that may be investigated in future research.
ABSTRACT: The Covid-19 pandemic forced a global shift in precautionary measures, including travel restrictions. The tourism sector, which relies heavily on people's mobility, faced unprecedented challenges, requiring adaptation and evolution throughout the industry. Destination Marketing Organizations (DMOs), responsible for promoting destinations, were forced to adapt their strategies in different ways, but with a common goal: to attract tourists by fostering the desire to travel and nurturing hope of exploring new destinations once travel restrictions were lifted. This study aimed to understand the differences in elements between tourism campaigns created by DMOs by comparing similar video campaigns published in the pre-COVID and post-COVID-19 phases in destinations with and without different sustainable certifications. To better understand the communicational evolution, images, keywords, and emotional content on official pages were analyzed. The results revealed that communication now contains more promotional materials, such as organization and partner logos, as well as promotional text. Additionally, there is an increase in elements related to the hospitality industry. However, few changes were observed in sustainable communication and health and hygiene aspects. Furthermore, there is a higher use of positive connotation keywords on DMOs' channels. Nevertheless, some destinations present negative emotional connotations due to historical events, such as Asian countries due to the Chinese origin of the COVID outbreak and Iceland due to its history of volcanic eruptions. This study allows DMOs to assess their positioning, but it leaves unexplored areas that may be investigated in future research.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 29 de janeiro de 2024, Universidade dos Açores.
Keywords
Covid-19 Tourism Tourism Destinations Tourism Marketing
Citation
Costa, Alexandre Miguel Botelho da. (2024). "A promoção turística dos destinos no contexto pós-pandémico". 98 p. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2024. Disponível em http://hdl.handle.net/10400.3/7026