Marketing turístico e TICs na hotelaria: um estudo da rede hoteleira do bairro Atalaia de Luíz Correia- PI

Abstract

This study addresses the use of Information and Communication Technologies (ICTs) as strategic marketing tools in the tourism sector. These technologies play an essential role in the promotion, dissemination, and consolidation of tourist destinations, contributing to the interaction between companies, tourists, and the global market. This study aimed to analyze the distribution channels of tourism marketing in the hotel network of the Atalaia neighborhood in the municipality of Luís Correia-PI, through a qualitative literature review and interviews with hotel business owners in the Atalaia neighborhood in Luís Correia-PI to highlight the importance of ICTs in tourism marketing. The research is characterized as a qualitative study, with an exploratory-descriptive approach, based on a literature review and interviews applied to managers of hotel establishments in the region. The results indicated that 60% of the businesses use formal marketing strategies, while 40% still operate intuitively, demonstrating a gradual maturation and professionalization process in the sector. Social media was highlighted as the main channel for disseminating information and communicating with guests, reinforcing the role of ICTs as essential tools for strengthening the destination's image and expanding market reach. However, it was found that many entrepreneurs still do not fully exploit the available digital resources, showing limitations in terms of technological skills and strategic media management. It is concluded that strengthening digital marketing, combined with the efficient use of ICTs and cooperation between the public and private sectors, is essential to consolidate the Atalaia neighborhood as a competitive and sustainable tourist destination.