A influência do posicionamento em redes sociais e marketing digital no desenvolvimento de destinos turísticos: um estudo de caso sobre Garimpo Restaurante Subterrâneo

Abstract

This course completion work (TCC) proposes to evaluate data to verify the Influence of Positioning in Social Networks and Digital Marketing on the Development of Tourist Destinations. As a case study, data from Garimpo Restaurante Subterrâneo was used. The study addresses the importance of strategic use of social media and the need to be well positioned to bring new audiences to the location. The research adopts a broad research approach combining qualitative elements. Initially, an analysis of the data provided by social media marketing tools was carried out and research comparisons were made from one period to the next. Subsequently, data collection carried out at the site was analyzed to understand whether the strategies adopted by the site were working. It was identified that the campaigns carried out with the aim of increasing the location's advertising in digital media were positive, as many customers who came to the restaurant came because they had found the establishment in some digital media. We can consider the main social network in the place to be Instagram, as Facebook had few interactions. Instagram had a significant increase in followers from the beginning of the research to the end of it. This is very significant because in the research carried out it represented 20.79% of customers who went to the location during this period. This way, it is possible to propose improvements compared to other places that are already working.