Fonte: Journal of Tourism & Development; n. 32 (2019); 171-194
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Resumo: This study is the result of an exploratory and descriptive investigation, starting from a broad review of the literature on tourism, heritage and culture in the era of social networks. Tourism is characterized as a sector that uses the image more to promote and attract visitors, especially through the sharing of photographs and experiences in social networks, thus exerting an inuence when choosing a destination. The digital platforms are powerful tools in the relationship, capture and customer loyalty, and these are increasingly inuencing new consumer behaviors, forcing new practices in tourism communication. With this new paradigm, the strategies and tools of traditional communication and marketing of tourism destinations are less effective, forcing the change of what is to be communicated, such as 'When and How'. In this sense, this study analyzes, as a case study, the communication strategy and social networks of the destination as a motivating factor in the choice and intention to visit, such as recognizing the importance of digital culture and social networks in the projection of cultural heritage as a factor of tourism. Thus, the subject is very relevant, eective and current in a business perspective, as it allows the brands to perceive how the posture of consumers and products can be aected. The aim is to contribute to and recognize the feasibility and highlight of the photographs in social networks, by evaluating the products oered and promoted by APM - Madeira Promotion Association of one of the most consolidated and recognized destinations in the world, recognize the eect of viewing photos of the destination Madeira, on their Facebook page - 'Visit Madeira', by quantifying the interactions in their publications.
