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Estratégias de marketing digital na criação de uma imagem sustentável em empresas de turismo
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| 20.84 MB | Adobe PDF |
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Abstract(s)
Atualmente, a sustentabilidade tem-se destacado nos debates, tanto na sociedade quanto no mundo empresarial, e isso reflete-se também no turismo. O setor turístico além de impulsionar o crescimento económico, tem um papel importante ao incentivar e adotar praticas sustentáveis. Nesse sentido, os canais digitais surgem como os meios ideais para esta promoção e para aumentar a consciencialização sobre o tema.
Assim, o marketing digital apresenta-se como uma ferramenta eficaz para promover uma imagem de sustentabilidade das organizações, tanto interna como externa.
Este estudo tem como objetivo compreender de que forma as estratégias de marketing digital das organizações contribuem na promoção de uma imagem de sustentabilidade nas empresas do setor turístico, tanto internamente com os colaboradores, quanto externamente com os clientes. Para tal, foi adotada uma abordagem qualitativa, por meio de um estudo de caso múltiplo com 21 empresas do setor do turismo. Foram realizadas entrevistas com os responsáveis de marketing e os colaboradores, utilizando um guião de entrevista semiestruturado. Os dados foram analisados através da análise temática, o que permitiu identificar perceções, estratégias digitais, vantagens e desafios na promoção da sustentabilidade.
Os resultados revelam que estratégias de marketing digital voltadas para os colaboradores variam muito de empresa para empresa. Algumas investem em estratégias como o email, WhatsApp ou intranet, enquanto outras ainda enfrentam limitações na comunicação interna. Relativamente a comunicação externa com os clientes, as estratégias digitais mais eficazes incluem as redes sociais, campanhas, vídeos, que ajudam a fortalecer a imagem sustentável das empresas. A análise destaca ainda que é essencial que a comunicação externa esteja alinhada com a interna. Este estudo proporciona uma melhor compreensão da conexão entre marketing digital e sustentabilidade no setor turístico, evidenciando a relevância de estratégias digitais consistentes e integradas para promover uma imagem de sustentabilidade.
Sustainability has been a hot topic in recent times, both in society and in the business world, and this is also reflected in tourism. ln addition to driving economic growth, the tourism sector plays an important role in encouraging and adopting sustainable practices. In this sense, digital channels emerge as the ideal means for this promotion and for raising awareness on the topic. Thus, digital marketing is an effective tool for promoting an image of sustainability in organizations, both internally and externally. This study aims to understand how organizations' digital marketing strategies contribute to promoting an image of sustainability in companies in the tourism sector, both internally with employees and externally with customers. To this end, a qualitative approach was adopted, through a multiple case study with 21 companies in the tourism sector. Interviews were conducted with marketing managers and employees, using a semi-structured interview guide. The data was analyzed through thematic analysis, which allowed us to identify perceptions, digital strategies, advantages and challenges in promoting sustainability. The results reveal that digital marketing strategies aimed at employees vary greatly from company to company. Some invest in strategies such as email, WhatsApp or intranet, while others still face limitations in internal communication. Regarding external communication with customers, the most effective digital strategies include social media, campaigns and videos, which help to strengthen the sustainable image of companies. The analysis also highlights that it is essential that external communication is aligned with internal communication. This study provides a better understanding of the connection between digital marketing and sustainability in the tourism sector, highlighting the importance of consistent and integrated digital strategies to promote an image of sustainability.
Sustainability has been a hot topic in recent times, both in society and in the business world, and this is also reflected in tourism. ln addition to driving economic growth, the tourism sector plays an important role in encouraging and adopting sustainable practices. In this sense, digital channels emerge as the ideal means for this promotion and for raising awareness on the topic. Thus, digital marketing is an effective tool for promoting an image of sustainability in organizations, both internally and externally. This study aims to understand how organizations' digital marketing strategies contribute to promoting an image of sustainability in companies in the tourism sector, both internally with employees and externally with customers. To this end, a qualitative approach was adopted, through a multiple case study with 21 companies in the tourism sector. Interviews were conducted with marketing managers and employees, using a semi-structured interview guide. The data was analyzed through thematic analysis, which allowed us to identify perceptions, digital strategies, advantages and challenges in promoting sustainability. The results reveal that digital marketing strategies aimed at employees vary greatly from company to company. Some invest in strategies such as email, WhatsApp or intranet, while others still face limitations in internal communication. Regarding external communication with customers, the most effective digital strategies include social media, campaigns and videos, which help to strengthen the sustainable image of companies. The analysis also highlights that it is essential that external communication is aligned with internal communication. This study provides a better understanding of the connection between digital marketing and sustainability in the tourism sector, highlighting the importance of consistent and integrated digital strategies to promote an image of sustainability.
Description
Dissertação de mestrado
Keywords
Estratégias digitais Imagem sustentável Marketing digital Organizações Sustentabilidade Turismo Digital strategies Digital marketing Organizations Sustainable image Sustainability Tourism