Turismo e internacionalização: estratégias de promoção e novas formas de comunicação digital (o caso de Moçambique-África)

Abstract

OBJECTIVE: This study analyzes the design and use of promotion and communication strategies and tools in the internationalization of tourism in Mozambique, as a managerial and marketing approach, considering its conditions and current reality. METHODOLOGY: This is exploratorydescriptive research, with a functional and qualitative approach. It uses primary and secondary data collection strategies, through interviews, documentary research, and informal observations. It focuses on the public that works directly in the sector and on the actions of government power. The empirical corpus of the research is composed of informants, from among public and private institutions that participate in promoting the country as an international destination. Apply the AC method (Content Analysis), using Excel as a tool to support the analytical-interpretive process. RESULTS: It is noted that the international destination Mozambique holds a rich and diverse tourist potential in natural, heritage and unique traditional resources, offering a vast array of tourist experiences. The study highlights the establishment of strategic plans and documents aimed at developing the activity and its tourism promotion and marketing strategy. It shows how the main promotional and communication tools used to promote the country internationally are participation in international fairs and familiarization visits. It explains the different issuing markets and how promotion actions are directed in markets at an international level. It demonstrates the existence and use of partnerships with the private sector, with special emphasis on the regional sector for tourism development. It still makes little evident use of media spaces, networks and digital platforms. Reveals the goals achieved during the validity of the last marketing strategy, its scope and limitations. CONCLUSION: Concludes that the country is determined to promote tourism internationally, targeting real and potential source markets to attract tourists, although difficulties and challenges persist, mainly related to the management of digital platforms, and mainly of a financial nature and qualified human resources.