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Digital marketing in promoting countries as tourist destinations: a study of the convergences between strategies adopted for the Brazil Brand and the navigation experience of foreign users

Grant number: 14/25039-0
Support type:Scholarships in Brazil - Master
Effective date (Start): March 01, 2015
Effective date (End): May 31, 2016
Field of knowledge:Applied Social Sciences - Administration - Business Administration
Cooperation agreement: Coordination of Improvement of Higher Education Personnel (CAPES)
Principal researcher:Janaina de Moura Engracia Giraldi
Grantee:Flávio Notomi Kanazawa
Home Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil


The global popularization of the internet makes it easier for its users to share information, opinions and experiences about several subjects, like their interests, products, services and places that they have visited or plan to visit in the future. In this context, an opportunity emerges for companies to participate into this process, in a way to better know their audiences and to develop actions to positively influence these public's decision makings; this set of practices constitutes the so called digital marketing. Inside the international competition to attract investments, tourists, immigrants and to stimulate exports, many countries now adopt branding strategies and practices aiming to improve their own images to get better results in this competition (including Brazil, through the Brazil Brand), and digital marketing emerges as an important ally for this purpose. However, researches that explore the interdisciplinarity of these subjects are scarce. Therefore, the main objective of this research is to study the convergence between the digital marketing strategies developed for the Brazil Brand and the opinions and evaluations of the target audience of these actions. The research will use an exploratory approach and initially will perform in-depth interviews with professionals involved into the creation and management of the practices cited above. After that, foreign users of the Brazil Brand contents will be interviewed, and additional information will be gathered using an eye tracking equipment. The qualitative data collected during both moments will be the basis of a content analysis. This study will contribute to the development of new researches about the subject, and also will provide to the professionals involved - and potentially to the Brazilian tourism companies - a better understanding and the discovery of new opportunities about the digital marketing practices developed for the Brazil Brand and its results so far. (AU)

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