O turismo capixaba no Tik Tok: estudo da disseminação da informação turística

Abstract

Tourism is one of the most important economic sectors in Brazil, but it depends entirely on information. In a period where information can be accessed on a cell phone, the tourism sector has become present on digital platforms, mainly on social media, through travelers themselves. However, few Brazilian states stand out in this area, such as the state of Espírito Santo, which is located in the Southeast region of the country. Therefore, the problem that guided this research is based on understanding, in the context of the digital age, how the dissemination of tourist information in this state occurs on the social network Tik Tok. Tik Tok is a platform that prioritizes the consumption of content through videos, providing information in a fast and attractive way; due to the visually appealing nature of tourism, this presented itself as an appropriate platform for the selection of material. Therefore, the applied research, of a qualitative nature and exploratory objectives, used bibliographic and documentary research for the theoretical basis. The specific objectives are based on presenting the dissemination of information, tourism in Espírito Santo, tourist information and its relationships with social networks, specifically Tik Tok. Furthermore, the aim was to structure how the state's tourist information is disseminated on the platform, through the analysis of user profiles and engagement, and then, based on the analyses, identify ways to improve the distribution of tourist information. Thus, the analysis of categorical content and Ranganathan's fundamental categories were used to organize and analyze the data collected from two profiles on the social network Tik Tok, which focus on tourism promotion. It was identified that both profiles use resources made available by the platform, in addition to the published content, to disseminate tourist information about the state and that they have a favorable audience reach and engagement. However, it is concluded that the strategies used, even if they indicate satisfactory results, would present better results if used more effectively.