DIGITAL MARKETING AND SOCIAL NETWORKS IN TOURISM. THE CASE OF SALVADOR OF BAHIA, BRAZIL

Abstract

The relationship between digital marketing, social networks and tourism has been a subject of great interest, as public and private organizations are updated and develop strategies to act in the midst of new technologies. However, the literature indicates that this scenario is still new and there are several paths to be followed in order to achieve good planning that contains these three pillars. When this context refers to tourism, there is a relationship between consumers, companies and sector entities, permeated by the digital environment, as well as the disclosures and the return of the target audience regarding activities within the tourist chain. These connections and contextualizations can be covered, evaluated and better understood with digital marketing tools. Understanding how these interconnections occur is essential to prove the effects generated in the communication and tourism of a region. Thus, the present study aimed to verify the strategic planning (2017 - 2020) of the City Hall of Salvador da Bahia, Brazil, which was developed with a focus on digital communication to boost city tourism. The method used for the analysis was analytical generalization, with a qualitative research that assumed an exploratory line. As a conclusion, it was possible to identify that the combination of digital marketing, social networks and tourism can have positive implications, even in the public sphere. With regard to future lines of investigation, the purpose would be to expand the study, this time through surveys. It would be interesting to understand how visitors came to observe the city’s image online. The intention would also be to check the perception of tourists after visiting.