Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook
Social networks like Facebook have revolutionized communication strategies of the brands and its effects are clear and deep, and have transformed the way in which society is communicated to changed perceptions and social norms and, therefore, have transformed the dynamics of communication. In this s...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Associação Nacional de Pós-Graduação em Turismo
2016-05-01
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| Series: | Revista Brasileira de Pesquisa em Turismo |
| Subjects: | |
| Online Access: | https://rbtur.org.br/rbtur/article/view/1119 |
| _version_ | 1819088533375156224 |
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| author | Maria Filomena Torres José Álvarez García María de la Cruz Del Río Rama Barbara Coutinho Pires dos Santos |
| author_facet | Maria Filomena Torres José Álvarez García María de la Cruz Del Río Rama Barbara Coutinho Pires dos Santos |
| author_sort | Maria Filomena Torres |
| collection | DOAJ |
| description | Social networks like Facebook have revolutionized communication strategies of the brands and its effects are clear and deep, and have transformed the way in which society is communicated to changed perceptions and social norms and, therefore, have transformed the dynamics of communication. In this sense, it is pertinent to analyze the presence of Termas of Centre of Portugal in social networks is essential, once that allows them to transmit information about their services and products. The aim of this study is to measure, through digital indicators, the level of interaction of the Termas of Centre of Portugal (in the official pages of Facebook) with his audience, in order to compare and measure the participation and interaction of each one of the pages with their users, and thus help managers to develop content strategies that make possible increasing the level of participation of the fans to the brand. The choice of Termas which are establishments where health care is provided, in which it is performed harnessing the therapeutic properties of a medicinal mineral water for prevention of ailments, therapeutic, etc., it is based on the importance today is acquiring health tourism in Portugal, being Termas its main representative. The working methodology is based on quantitative analysis using the analysis of digital metrics PageMarch and Kaushik together with an analysis of the content of the official website of Termas on Facebook. The sampling process was non-probabilistic intentional and collection was carried out between June and October 2015.It is observed that the amount of information available on the pages, just for them, is not responsible for the increased level of commitment. It was verified that most of the pages of the Termas of Centre of Portugal on Facebook, do not take this tool, which Facebook has become, in order to communicate through Electronic Word-of-mouse with your audience. |
| first_indexed | 2024-12-21T21:53:33Z |
| format | Article |
| id | doaj.art-b9c14a1ecd8d4274891d492d021213a5 |
| institution | Directory Open Access Journal |
| issn | 1982-6125 |
| language | English |
| last_indexed | 2024-12-21T21:53:33Z |
| publishDate | 2016-05-01 |
| publisher | Associação Nacional de Pós-Graduação em Turismo |
| record_format | Article |
| series | Revista Brasileira de Pesquisa em Turismo |
| spelling | doaj.art-b9c14a1ecd8d4274891d492d021213a52022-12-21T18:49:01ZengAssociação Nacional de Pós-Graduação em TurismoRevista Brasileira de Pesquisa em Turismo1982-61252016-05-0110223325310.7784/rbtur.v10i2.1119525Level of commitment of the fans of the Thermas of Centre of Portugal in FacebookMaria Filomena Torres0José Álvarez García1María de la Cruz Del Río Rama2Barbara Coutinho Pires dos Santos3Universidad de Évora (Portugal)Facultad de Empresa, Finanzas y Turismo, Universidad de Extremadura (Campus de Cáceres), EspañaUniversidad de Vigo (España)Universidad de Évora (Portugal)Social networks like Facebook have revolutionized communication strategies of the brands and its effects are clear and deep, and have transformed the way in which society is communicated to changed perceptions and social norms and, therefore, have transformed the dynamics of communication. In this sense, it is pertinent to analyze the presence of Termas of Centre of Portugal in social networks is essential, once that allows them to transmit information about their services and products. The aim of this study is to measure, through digital indicators, the level of interaction of the Termas of Centre of Portugal (in the official pages of Facebook) with his audience, in order to compare and measure the participation and interaction of each one of the pages with their users, and thus help managers to develop content strategies that make possible increasing the level of participation of the fans to the brand. The choice of Termas which are establishments where health care is provided, in which it is performed harnessing the therapeutic properties of a medicinal mineral water for prevention of ailments, therapeutic, etc., it is based on the importance today is acquiring health tourism in Portugal, being Termas its main representative. The working methodology is based on quantitative analysis using the analysis of digital metrics PageMarch and Kaushik together with an analysis of the content of the official website of Termas on Facebook. The sampling process was non-probabilistic intentional and collection was carried out between June and October 2015.It is observed that the amount of information available on the pages, just for them, is not responsible for the increased level of commitment. It was verified that most of the pages of the Termas of Centre of Portugal on Facebook, do not take this tool, which Facebook has become, in order to communicate through Electronic Word-of-mouse with your audience.https://rbtur.org.br/rbtur/article/view/1119Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. |
| spellingShingle | Maria Filomena Torres José Álvarez García María de la Cruz Del Río Rama Barbara Coutinho Pires dos Santos Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook Revista Brasileira de Pesquisa em Turismo Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. |
| title | Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
| title_full | Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
| title_fullStr | Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
| title_full_unstemmed | Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
| title_short | Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook |
| title_sort | level of commitment of the fans of the thermas of centre of portugal in facebook |
| topic | Brand Engagement. Facebook. Turismo Termal. Centro de Portugal. |
| url | https://rbtur.org.br/rbtur/article/view/1119 |
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