{"id":5937,"date":"2020-01-22T11:39:57","date_gmt":"2020-01-22T13:39:57","guid":{"rendered":"https:\/\/www.observatorioturismo.mg.gov.br\/?p=5937"},"modified":"2020-09-10T10:51:52","modified_gmt":"2020-09-10T13:51:52","slug":"marketing-digital-em-politicas-publicas-de-turismo-um-estudo-de-caso-da-secretaria-de-estado-de-turismo-na-promocao-turistica-de-minas-gerais","status":"publish","type":"post","link":"https:\/\/www.observatorioturismo.mg.gov.br\/?p=5937","title":{"rendered":"Marketing digital em pol\u00edticas p\u00fablicas de turismo: um estudo de caso da Secretaria de Estado de Turismo na promo\u00e7\u00e3o tur\u00edstica de Minas Gerais"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5937\" class=\"elementor elementor-5937\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-39f6c92 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"39f6c92\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1021cf1\" data-id=\"1021cf1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c6883bd elementor-widget elementor-widget-spacer\" data-id=\"c6883bd\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-24140be elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"24140be\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-deae627\" data-id=\"deae627\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f44c521 elementor-widget elementor-widget-image-box\" data-id=\"f44c521\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Marketing digital em pol\u00edticas p\u00fablicas de turismo: um estudo de caso da Secretaria de Estado de Turismo na promo\u00e7\u00e3o tur\u00edstica de Minas Gerais<\/h3><p class=\"elementor-image-box-description\">Raiane Cardoso de Souza. Funda\u00e7\u00e3o Jo\u00e3o Pinheiro: Belo Horizonte, 2016.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a34f0f9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a34f0f9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-75ed5af\" data-id=\"75ed5af\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a15a8ee elementor-widget elementor-widget-text-editor\" data-id=\"a15a8ee\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span>Desde o final do s\u00e9culo XX a evolu\u00e7\u00e3o das tecnologias de informa\u00e7\u00e3o e comunica\u00e7\u00e3o, sobretudo com o advento da internet, tem transformado diversos \u00e2mbitos da vida social em um ritmo cada vez mais acelerado. Tais transforma\u00e7\u00f5es s\u00e3o largamente estudadas pela \u00e1rea do marketing e do turismo, uma vez que estes s\u00e3o fortemente influenciados pela evolu\u00e7\u00e3o dessas tecnologias. Essas duas tem\u00e1ticas se encontram no setor p\u00fablico que, por sua vez, tem sofrido suas pr\u00f3prias mudan\u00e7as a fim de acompanhar os avan\u00e7os tecnol\u00f3gicos. Em Minas Gerais, essas tem\u00e1ticas se encontram na Secretaria de Estado de Turismo, tendo em vista o seu papel de promover o estado como um destino tur\u00edstico, utilizando, como uma de suas estrat\u00e9gias para tal, as midias digitais. Tendo isto em vista, esse trabalho tem como objetivo identificar os mecanismos de marketing digital adotados no \u00e2mbito da Secretaria de Estado de Turismo. Para tanto, adotou-se como estrat\u00e9gia metodol\u00f3gica um estudo de caso das pol\u00edticas p\u00fablicas de turismo, mais especificamente, a promo\u00e7\u00e3o tur\u00edstica de Minas Gerais pela Secretaria de Estado de Turismo. Al\u00e9m disso, na metodologia, foram utilizadas pesquisa bibliogr\u00e1fica e documental, entrevistas semiestruturadas e um modelo de an\u00e1lise espec\u00edfico para as redes sociais Facebook e Instagram. Como resultados, tem-se um hist\u00f3rico da utiliza\u00e7\u00e3o do marketing digital na Secretaria, destacando seus desafios e a percep\u00e7\u00e3o daqueles que trabalharam ou ainda trabalham com tal pol\u00edtica. Ainda, apresentou-se uma an\u00e1lise das iniciativas atualmente adotadas pela Secretaria de acordo com um modelo proposto, ressaltando os aspectos da sua gest\u00e3o e sua potencialidades. Por fim, buscou-se algumas reflex\u00f5es para contribuir para o desempenho do marketing digital na Secretaria, esperando, assim, a promo\u00e7\u00e3o do desenvolvimento.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-49ed933 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"49ed933\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4cbd214\" data-id=\"4cbd214\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8f93831 elementor-widget elementor-widget-image\" data-id=\"8f93831\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.dropbox.com\/s\/b0r8nclzf1x3uh4\/Monografia_%20Raiane%20Cardoso%20-%20v.2.2f.pdf?dl=0\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.observatorioturismo.mg.gov.br\/wp-content\/uploads\/elementor\/thumbs\/leia-mais-pvs5nhaxhsgrem4uwa9rsf0cpp3s2xli00l6zri5bo.png\" title=\"leia mais\" alt=\"leia mais\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Artigo para Download<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Marketing digital em pol\u00edticas p\u00fablicas de turismo: um estudo de caso da Secretaria de Estado de Turismo na promo\u00e7\u00e3o tur\u00edstica [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6755,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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