Guias de turismo e o marketing digital como instrumento de estratégias no setor turístico

Abstract

This research investigates how freelance tour guides use digital marketing as a strategy for professional communication in the tourism sector, with the aim of analyzing the tools adopted, the challenges faced and the effectiveness of the strategies used. Digital marketing is essential for the visibility and competitiveness of these professionals, requiring greater training and personalized strategies. The approaches used were qualitative and quantitative, with exploratory and descriptive methodological objectives; the data collection tool was a questionnaire with open and closed questions. The results indicate that social media is the most widely used tool. However, the difficulty in keeping up to date is a significant challenge.