Turismo e marketing digital: uma análise netnográfica dos perfis de restaurantes de gastronomia regional em Natal/RN

Abstract

In tourism, strengthening strategies and positioning through digital marketing are increasingly important. This research focuses on the Food and Beverage (A&B) segment, with emphasis on regional gastronomy restaurants in Natal/RN; it also aims to find solutions that can help boost tourist demand in these establishments. This is a descriptive-exploratory study with a quantitative approach using Netnography and content analysis as analysis techniques. Investigations were carried out in virtual environments, in order to find relationships between ventures in the A&B segment and their potential customers. Content stored in virtual environments represents an important tool used in studies of service management in restaurants, serving as a marketing strategy. Netnography played an essential role, as it enabled the expansion and greater efficiency in the use of content generated in virtual environments. Through the analysis of Instagram profiles, the growth in the number of requests for applications was observed, which shows that Delivery services are on the rise. The health crisis that began in 2019 has a direct impact on the increase of this type of service, as the establishments spent a long period without being able to work in person. It was found that the year 2020, considered with the highest number of Covid cases, was the period of greatest use of delivery.