Marketing turístico e internet: um estudo de caso do site Estrada Real como ferramenta de promoção da rota turística

Abstract

The Internet is now a major search for means of information and promotion of tourism. However, to be effective, sites must be arranged in order to instigate the customer 's desire to consume the product or destination. Thus, the present study aimed to answer if the functions, services, and content available on the Estrada Real site contribute to the promotion of the route through the online consumer experience. Adopting as a methodology the qualitative and descriptive research, the study was based on the adaptation of the parameters and criteria for the Listagem de Parâmetros e Critérios proposed by Farias (2011) and the Avaliação da Dimensão da Experiência proposed by Bogado and Teles (2003). The results showed that the tourist promotion of Estrada Real is carried out in an integrated manner between the website and other dissemination and promotion actions. The portal plays a strategic role by concentrating the information and guidelines that contribute to inspire the traveler’s desire and contribute to the planning and execution of the trip. It was noted that through the website, it is possible to minimize the effects related to the intangibility of the tourist product related to the sensory limitation before purchase.