Storytelling como estratégia de branding em hotéis através da rede social Instagram: a narrativa da consolidação da marca do SERHS Natal Grand Hotel e Resort

Abstract

This research aims to evaluate the effectiveness of storytelling content shared via the Instagram of the SERHS Natal Grand Hotel and Resort, which is part of a Catalan-origin group and has been operational since 2006, located in Natal, Rio Grande do Norte. Other proposed objectives of the study are to present the concept and relationship between storytelling and the brand, the type of information shared on the chosen social network, and, lastly, to highlight any existing problems and suggested resolutions. The entire research is supported by a significant theoretical foundation from authors who address both established and contemporary concepts in marketing and hospitality, offering solid and innovative perspectives. For data collection and analysis, a structured online interview was conducted with two key hotel employees who play a crucial role in SERHS Natal's current positioning in the hotel market. Their responses identified several important points for the research, such as experiential insights, individual knowledge perspectives, and areas that need improvement. In the end, it was possible to gain a general overview of what was accomplished and discovered in the study, concluding by emphasizing its importance and suggesting the application of storytelling as a marketing and development strategy for other brands, especially in Natal, which contributes to the continuous evolution of its presence in the tourism scenario.