The use of Co-marketing strategies, Coopetition and destination marketing through social media Instagram in pandemic period

Abstract

Objective of the study: With the emergence of the Covid-19 virus, preventive measures to control its progress have been taken worldwide, causing significant impacts on the tourism sector and forcing companies to replan their actions. In this article we sought to identify how the lodging facilities operating in the tourist destination of Jericoacoara have been conducting digital marketing during the pandemic, discovering if there are management strategies Co-Marketing and Coopetition.

Methodology / approach: To this end, we used the methodology of work with immersion in the internet with a qualitative nature.

Originality/Relevance: It is relevant in this moment of recovery to think about collective strategies between companies with possible realizations of partnerships for the dissemination of products and / or services, such as co-marketing and coopetition.

Main results: It is understood as the first important decision making, the search for innovation in the use of Information and Communication Technologies to carry out digital marketing, to maintain the relationship with customers, knowing that physical contact is prohibited. It was found that the co-marketing and coopetition strategies are carried out, but on a very small scale, different from the destination marketing that is already used as an action by the establishments in Jijoca de Jericoacoara-Ceará.

Theoretical/methodological contributions: Discussion and presentation of coopetition and co-marketing for studies in tourism in times when the market asks for quick and effective solutions in destinations sometimes affected by low tourist demand.