Marca lugar Pernambuco: análise dos sentimentos dos usuários através das hashtags do Instagram
DOI:
https://doi.org/10.5585/remark.v21i1.20578Palavras-chave:
Turismo, Marca lugar, Marketing, Análise de SentimentosResumo
Objetivo do estudo: Analisar os sentimentos dos conteúdos gerados pelos usuários no Instagram, expressos em hashtags vinculadas à marca Pernambuco. objetivos específicos: realizar a análise de sentimentos dos usuários do Instagram a partir de hashtags relacionadas à marca Pernambuco; analisar o conteúdo atrelado aos sentimentos e suas polaridades.
Metodologia/abordagem: Orientação metodológica de natureza qualitativa, no que tange a classificação de dados e quantitativa, considerando a frequência de dados. Para alcance dos objetivos, foi empreendida uma Análise de Sentimentos (AS) a partir dos comentários gerados no Instagram utilizando as hashtags #turismopernambuco, #descubrapernambuco, #borapernambucar, #passaportepernambuco e #pernambucomeupais.
Principais resultados: Os conteúdos compartilhados nas hashtags possuem majoritariamente a valorização de aspectos ambientais, culturais e valores simbólicos da marca lugar nos sentimentos de polaridade positiva, reverberando na rede de interessados (residentes, turistas, governo e empresas), à medida que os sentimentos de polaridade negativa podem emergir diante de situações pontuais do contexto.
Contribuições teóricas/metodológicas: Os achados colaboram de forma significativa para o desenvolvimento sustentável e suporte às estratégias contemporâneas acerca da concepção da marca lugar, levando em conta a perspectiva do residente e visitante em potencial.
Relevância/originalidade: Uso de machine learning com o objetivo de compreender os valores que constituem a marca Pernambuco, possibilitando o alicerce de políticas públicas para o fomento do turismo na região.
Implicações para a gestão ou sociais: Sugere-se que os estudos utilizando análise de sentimentos dos conteúdos dos usuários nas redes sociais, possam ser utilizados pelos gestores públicos para entender o comportamento do turista, por meio de pesquisa-ação, preparando e adaptando melhor o destino, a partir dos dados e informações obtidas.
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