As redes sociais como ferramenta de marketing digital na comunicação dos meios de hospedagem durante a pandemia da Covid-19: um estudo experimental no Instagram da Pousada Aconchego – Praia do Francês/AL

Abstract

The fundamental objectives of this Final Paper were to identify and explore, within the framework of digital social networks and in the case of the accommodation sector in Alagoas inns during the Covid-19 pandemic, viable marketing and communication strategies, especially during the period of 12/31/2020 to 02/19/2021 on a beach on the south coast. The object of study was the Pousada Aconchego - Praia do Francês/AL. The work was carried out in four stages. Initially, information was sought about the pandemic and its main impacts on the economy, especially in the tourism sector. Then, in a review of the literature linked to the issues addressed, a theoretical framework was elaborated that is supported by theoretical concepts that complement each other: thus resorting in particular to concepts by Castells, Lévy, Kotler, Torres as well as those organized by Müller. In a third moment, after having carried out a quick PESTEL analysis and having carried out a SWOT analysis linked to the digital media of the inn object of study, a communication campaign was created, especially with public relations and advertising actions related to its profile on Instagram. Finally, an analysis of the metrics obtained in the third stage was carried out, to assess which strategies were more assertive and which contents generated more engagement on the part of the inn's public, thus making it possible to strengthen ties with its followers/customers and increase the number of bookings during the pandemic.