Digital Marketing as a Driver of Tourism: Case Study in Paraty, Rio de Janeiro, Brazil

View Sample PDF

Author(s): Gabriel Vieira Mendes Figueiredo (Pontifícia Universidade Católica de São Paulo, Brazil)and João Pinheiro de Barros Neto (Pontifícia Universidade Católica de São Paulo, Brazil)
Copyright: 2022
Pages: 17
Source title: Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality
Source Author(s)/Editor(s): Nuno Gustavo (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), João Pronto (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), Luísa Carvalho (Polytechnic Institute of Setúbal, Portugal & and CEFAGE, University of Évora, Portugal)and Miguel Belo (Lisbon University, Portugal & Portuguese National Funding Agency for Science, Research, and Technology, Portugal)
DOI: 10.4018/978-1-7998-8306-7.ch011

Keywords: Business & Management / Business Science Reference / Consumer Management / Hospitality, Travel, and Tourism Management

Purchase

View Digital Marketing as a Driver of Tourism: Case Study in Paraty, Rio de Janeiro, Brazil on the publisher's website for pricing and purchasing information.

Abstract

Brazil has enormous, underexplored tourism potential. To identify how digital marketing can boost tourism, the authors chose to examine the city of Paraty—a touristic microcosm of Brazil. Digital marketing is a low-cost marketing strategy that can reach potential tourists anywhere. Its use by tourism entrepreneurs has proven effective and able to generate significant return on investment. This exploratory study aimed to develop hypotheses. The authors used questionnaires and interviews to assess the perception of local tourism entrepreneurs regarding the affordances and advantages of digital marketing tools, techniques, and strategies. They found that entrepreneurs' adoption of digital marketing brought several benefits, including low investment costs and significant returns. However, the research revealed the need for training, mainly for small entrepreneurs to explore the numerous opportunities of the web in their businesses. Public authorities can also play a more leading role in combining and steering efforts to promote tourism.

The IRMA Community

Research IRM

Digital Marketing as a Driver of Tourism: Case Study in Paraty, Rio de Janeiro, Brazil

Purchase

Abstract

Related Content

IRMA Sponsors