Marketing de conteúdo no setor do turismo

: o caso da Douro Boats

Abstract

The power of the internet these days is undeniable. The digital world is nowadays indispensable not only on a personal level, but also professionally, thus creating a need for companies to understand and develop new method scapable of efficaciously communicating with their target audience and the public at large, thus maximizing the internet’s potential as profit driving tool. With the migration of consumers to digital, organizations feel the need to have a digital presence to be more competitive in the market. It’s essential that companies stand out against the competition and the amount of information available online, being that strategic communication a fundamental means for this purpose. Communication is exponentially evolving, and content is constantly acquiring new forms and tools to grow and spread. The tool that stands out among communication strategiesis content marketing, which concerns the creation and distribution of relevant and quality content to attract potential customers. Social networks are often used for the implementation of communication strategies and the dissemination of content. This Internship Report seeks to analyze and understand how content marketing affectscompanies that operate in the tourism sector, currently being a tool used in communication strategies developed by professionals in the area. A Case Study of the company Douro Boats explores and applies the themes of strategic communication, content marketing, tourism marketing, social networks and copywriting. Based on the analysis of data taken from six final performance reports of the company's social profiles for the three months under study, the main activity indicators show that content marketing is effective in communication strategies linked to the tourism sector. In the case of Douro Boats, it’s understood that there was a generalized growth and an evolution of the social profiles over the months analyzed.

Date of Award	16 Feb 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Clarisse Alves Monteiro Pessôa (Supervisor)