Guardia, Mabel Simone de Araújo BezerraFonseca, Kleiton Felipe Justino da.2025-01-212025-01-212025-01-07Fonseca, Kleiton Felipe Justino da. Estratégias de marketing no Instagram : um estudo comparativo de agências de viagens em Santa Cruz/RN. Orientadora: Mabel Simone de Araújo Bezerra Guardia. 2024. 29 f. Trabalho de Conclusão de Curso - TCC (Bacharelado em Turismo) - Faculdade de Engenharia, Letras e Ciências Sociais do Seridó, Universidade Federal do Rio Grande do Norte, Currais Novos, RN, 2024.https://repositorio.ufrn.br/handle/123456789/61501The general objective of this study was to compare the use of Instagram by the companies studied in the city of Santa Cruz/RN as a marketing strategy. Among the specific objectives: analyze the marketing strategies used by companies in Santa Cruz/RN; identify the main types of posts made on Instagram. It was initially used the bibliographical research, exploratory and multiple case study, because it is two units investigated. The methodological approach used was qualitative. An interview script was developed addressing issues directed to its relationship with Instagram. The study identified the use of Instagram in two travel agencies (A and B), highlighting the relevance in marketing for customer loyalty and conquest. The survey also identified the predominance of informal employees and reinforced the potential of Instagram as a strategic tool for the tourism sector. Thus, the study presents Instagram as an important tool for digital marketing in travel agencies A and B, promoting disclosure, engagement and customer loyalty. Both reported growth in sales, highlighting the frequent use of stories. The Agency A bets on giveaways and daily posts, while Agency B focuses on weekly promotions.Attribution 3.0 Brazilhttp://creativecommons.org/licenses/by/3.0/br/Agências de viagensMarketing digitalInstagramTurismobachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO