A apropriação estratégica do User-Generated Content no turismo: Comunicação digital e circulação intercultural de representações de destinos
DOI :
https://doi.org/10.34630/e-rei.vi14.7434Mots-clés :
User-Generated Content (UGC), Comunicação turística, Turismo digital, Comunicação intercultural, Branding de destinos, Estratégias de apropriaçãoRésumé
O User-Generated Content (UGC) tem vindo a desempenhar um papel relevante na comunicação turística nos meios digitais. Demonstra uma influência clara no modo como os turistas percecionam os destinos e afeta as suas decisões relativamente à viagem, nas suas diferentes fases. O UGC tem igualmente impacto no relacionamento entre os utilizadores destes serviços e as entidades turísticas que os disponibilizam. Neste contexto, as marcas deste setor passaram a integrar, de forma estratégica, conteúdos produzidos pelos próprios utilizadores na sua comunicação com os públicosalvo. Este estudo pretende perceber de que modo as entidades do turismo português se apropriam do UGC nas suas estratégias digitais. Para esse efeito, realizou-se uma análise qualitativa e transversal, a partir da qual se estabeleceu uma perspetiva comparativa das estratégias observadas. Com base em conteúdos publicados no Instagram por entidades públicas e privadas do setor, este estudo identifica diferentes modalidades de incorporação do UGC. Os resultados evidenciam a coexistência de estratégias de ênfase na autenticidade, na curadoria estética e no controlo institucional e revelam igualmente uma tensão entre a espontaneidade e a adoção deliberada de estratégias de branding na comunicação turística contemporânea. Este artigo contribui para o aprofundamento da reflexão sobre o papel do UGC no branding de destinos turísticos e na comunicação digital no contexto específico deste setor, evidenciando também a dimensão intercultural associada à circulação e interpretação de representações de destinos entre públicos culturalmente diversos
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