Estratégias de marketing implementadas nos destinos turísticos durante e pós Covid-19 no Município de Inhambane

Abstract

The tourism industry is very delicate due to its vulnerability, which can be caused by several factors that can negatively influence it, including economic destabilization, armed conflicts, wars, seasonal demand flows, meteorological and geological risks, extreme events resulting from climate change, environmental disasters, epidemics and pandemics that compromise public health, as is the case with the recent outbreak of Covid-19. Advances in digital technology, with an emphasis on the internet revolution, have led to the emergence of new marketing tools that impact the fields of advertising/promotion, sales and/or management of tourist destinations. In this context, this study aims to analyze the marketing strategies used to promote tourist destinations in the Municipality of Inhambane before, during and after Covid-19. The methodology used is exploratory, with a qualitative approach, carried out through bibliographic, documentary and interview data collection techniques. To this end, an analysis of the City and Beach of Tofo as destinations and their use of marketing actions was carried out. The results obtained demonstrate that the strategies contribute to the promotion, dissemination and marketing of tourist destinations, actions that can directly impact planning and management, increasing the visibility of the destination. However, tourist establishments demonstrate a shortage of qualified personnel to deal with new digital tools.(TRADUÇÃO NOSSA)