Portal de Periódicos da CAPES

Analysis of the marketing strategies adopted by EMBRATUR in the portal Braziltour.com.

2012; UNIVERSIDADE FEDERAL DO PARANÁ; Volume: 5; Issue: 1 Linguagem: Inglês

1983-5442

C. H. W. Corrêa,

Digital Marketing and Social Media

The adoption of Information and Communications Technologies and the Internet is important for the promotion of tourism destinations around the world. However, for a tourist destination be distinguished from others available to the public on the internet, it is essential the development of Webmarketing projects. So, the purpose of this study was to investigate Brazilian Institute of Tourism (EMBRATUR) Webmarketing strategies, positioning Brazil as an international tourism destination, and verify if these strategies correspond to the new tourists' demand. Based on a literature review and exploratory qualitative research, it was analyzed the Website www.braziltour.com. The method applied was the promotion of tourism destinations on the Web, created by Diaz Luque (2005), which has considered four aspects: information content, commercialization and distribution capacity, interactive communication channels and versions of Website in foreign languages. It was concluded that the Website presents relevant information about the country although the content should be better organized; nature and culture aspects define the Brazil brand; there is an intensive use of the Web 2.0 resources to interact with the foreigners and versions of the Website in several languages.