Promoção de destinos nas agências de turismo do município de Parnaíba, Piauí, Brasil

Abstract

The use of the Internet in everyday life has been improving and can make a growing contribution to social, business and human relations. In this context, social networks have become one of the main forms of interaction allowing dialogue between companies and customers, ensuring fast and efficient communication and directly influencing their behavior. The aim of this study is to analyze how YouTube is used as a tool to promote tourist destinations in tourism agencies in the municipality of Parnaíba, Piauí, Brazil. The choice of this topic is justified by the interest in understanding how this tool can be used by tourism agencies. This work is justified by the fact that these service providers are certified by the Ministry of Tourism's Register of Tourism Service Providers - CADASTUR (2023), are strategically located and have been operating in the market for over 20 years. This study is classified as qualitative in terms of its approach, exploratory in terms of its objectives and applied in nature. To analyze how tourism agencies use the YouTube platform to publicize the tourist destinations of Parnaíba-PI. The results show that the YouTube tool is little used by the agencies surveyed. Of the five agencies investigated, three have a channel that shows their tours, mainly along the Route of Emotions, but it was found that they are not active on this platform, with only one agency using the YouTube channel frequently. The relevance of exploring emerging trends, such as virtual reality, augmented reality and collaborations with influencers, highlights the importance of continuous innovation and adaptation in the digital landscape.