Resumo

TORRES, Maria Filomena; GARCIA, José Álvarez; RAMA, María de la Cruz Del Río  e  SANTOS, Barbara Coutinho Pires dos. Level of commitment of the fans of the Thermas of Centre of Portugal in Facebook. Rev. Bras. Pesq. Tur. [online]. 2016, vol.10, n.2, pp.233-253. ISSN 1982-6125.  http://dx.doi.org/10.7784/rbtur.v10i2.1119.

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.

Palavras-chave : Brand Engagement; Facebook; Thermal Tourism; Central Portugal.

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