“Da tela à mesa” a influência dos vídeos curtos veiculados nas redes sociais na promoção do patrimônio gastronômico e turismo

Abstract

This research examines how fast-consumption social media platforms amplify visual narratives about regional gastronomy. The study explores how digital influencers promote and highlight lesser-known locations, fostering engagement from diverse audiences. Focused on the city of Natal, Rio Grande do Norte, the research investigates the construction of a digital showcase that enhances the visibility of restaurants, bars, and other culinary spaces. Platforms such as Instagram and TikTok play a fundamental role, becoming key tools for gastronomic experiences by connecting tourists and local establishments in a dynamic and entertaining manner. The main objective is to analyze the influence of these platforms on the promotion of gastronomic tourism and cultural appreciation in Natal/RN. Additionally, the study seeks to understand how digital content impacts tourists' decision-making. The methodology involves a qualitative analysis of data collected through interviews with culinary establishments and digital influencers. Examples of establishments that directly benefit from these strategies are observed, highlighting the transformative role of social media in gastronomic tourism. The results indicate that the strategic use of social media significantly impacts the visibility and attraction of tourists to gastronomic establishments. It was observed that these establishments, when investing in digital marketing and partnerships with influencers, expand their audience and strengthen their cultural identity. The study demonstrates that social media not only promotes these spaces but also contributes to the preservation and appreciation of local gastronomic traditions, fostering the social and economic development of the region. Thus, the importance of these platforms for promoting our gastronomic heritage is reaffirmed.