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Publication
Neuromarketing no turismo: análise das interações com conteúdos em redes sociais
| Name: | Description: | Size: | Format: | |
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| 2.56 MB | Adobe PDF |
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Abstract(s)
Ao longo das últimas décadas o turismo tem sido uma das áreas que mais cresce e se desenvolve no mundo. Com os avanços da tecnologia e das redes sociais, a sociedade começou a estar mais presente no mundo online, facilitando a pesquisa de informações sobre viagens e destinos turísticos. Neste sentido, o setor do turismo tornou-se cada vez mais competitivo, principalmente na presença online, o que resulta em diversos desafios para os profissionais de marketing. Um dos principais desafios dos profissionais de marketing é compreender os comportamentos dos consumidores, de modo a implementar estratégias mais eficazes.
Este desafio permitiu o desenvolvimento do Neuromarketing, pois combina a neurociência com o marketing, utilizando técnicas e ferramentas para medir e analisar as respostas cerebrais e emocionais dos indivíduos, enquanto estão expostos a estímulos de marketing. Neste estudo é utilizada a técnica de Eye Tracking, enquanto os indivíduos analisam conteúdos de turismo/viagens na rede social Instagram. O principal objetivo é
compreender as interações de indivíduos com os conteúdos nas redes sociais, de modo a identificar algum padrão de comportamento. A interpretação dos resultados do estudo permite adquirir conhecimentos sobre as
interações de indivíduos com os conteúdos nas redes sociais, possibilitando o desenvolvimento e a adaptação das estratégias de marketing. Este estudo incentiva e contribui também para futuras investigações de Neuromarketing na área do turismo.
Over the last few decades, tourism has been one of the fastest growing and developing areas in the world. With advances in technology and social medias, society began to be more present in the online world, making it easier to search for information about travel and tourist destinations. The tourism sector has become increasingly competitive, especially in its online presence, which results in several challenges for marketeers. One of the main challenges for marketeers is to understand consumer behaviors in order to implement more effective strategies. This challenge allowed the development of Neuromarketing, as it combines neuroscience with marketing, using techniques and tools to measure and analyze individual's brain and emotional responses, while they are exposed to marketing stimuli. In this study, the Eye Tracking technique is used, while individuals analyze tourism/travel content on Instagram. The main objective is to understand the interactions of individuals with content on social media, in order to identify some pattern of behavior. The interpretation of the study results allows us to acquire knowledge about the interactions of individuals with content on social media, enabling the development and adaptation of marketing strategies. This study also encourages and contributes to future research into Neuromarketing in the area of tourism.
Over the last few decades, tourism has been one of the fastest growing and developing areas in the world. With advances in technology and social medias, society began to be more present in the online world, making it easier to search for information about travel and tourist destinations. The tourism sector has become increasingly competitive, especially in its online presence, which results in several challenges for marketeers. One of the main challenges for marketeers is to understand consumer behaviors in order to implement more effective strategies. This challenge allowed the development of Neuromarketing, as it combines neuroscience with marketing, using techniques and tools to measure and analyze individual's brain and emotional responses, while they are exposed to marketing stimuli. In this study, the Eye Tracking technique is used, while individuals analyze tourism/travel content on Instagram. The main objective is to understand the interactions of individuals with content on social media, in order to identify some pattern of behavior. The interpretation of the study results allows us to acquire knowledge about the interactions of individuals with content on social media, enabling the development and adaptation of marketing strategies. This study also encourages and contributes to future research into Neuromarketing in the area of tourism.
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Keywords
Turismo Marketing Neuromarketing Redes sociais Eye Tracking