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| Author(s): |
Flávio Notomi Kanazawa
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | Ribeirão Preto. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (PCARP/BC) |
| Defense date: | 2016-11-04 |
| Examining board members: |
Janaina de Moura Engracia Giraldi;
Edson Crescitelli;
Jorge Henrique Caldeira de Oliveira;
Andrea Lago da Silva
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| Advisor: | Janaina de Moura Engracia Giraldi |
| Abstract | |
The worldwide popularization of the internet makes easier for its users to share information, opinions and experiences about several subjects, like their interests, products, services and places they\'ve been to or intend to go in the future. In this context, companies have the opportunity to also take part into this process, being able to know better their audiences and developing actions to positively influence their decisions, putting into practice digital marketing activities. As the international competition to attract investments, tourists, immigrants and stimulate exports continues to grow, many countries now adopt branding strategies and practices trying to improve their own images to get better results into this competition (including Brazil, through the Brazil Brand), and digital marketing is now an important ally for that attempt. However, studies that approach the interdisciplinarity of those subjects are scarce. Therefore, this study was developed to evaluate the experience of foreign users towards the digital marketing contents developed to the Brazil Brand through the website Visit Brasil. First, through a qualitative approach, in depth interviews were developed with professionals involved on the creation and management of those practices. After that, foreign users of the Brazil Brand online materials interacted with those contents, and these interactions were recorded and analyzed with an eye tracking equipment. In depth interviews also were conducted. All the collected data were analyzed through a content analysis. The results supports the conclusion that the website succeeds to attract potential foreign tourists to visit Brasil, but fails to supply all tourist\'s information needs. Also, it is possible to conclude that the website is incapable of influencing changes about the image of Rio de Janeiro as a tourist destination. This study contributes to the development of new researches on this field, and also will provide to the involved professionals and tourism companies, better comprehensions and new opportunities related to digital marketing practices developed to the Brazil Brand and its results so far. (AU) | |
| FAPESP's process: | 14/25039-0 - Digital marketing in promoting countries as tourist destinations: a study of the convergences between strategies adopted for the Brazil Brand and the navigation experience of foreign users |
| Grantee: | Flávio Notomi Kanazawa |
| Support Opportunities: | Scholarships in Brazil - Master |