O papel das redes sociais na disseminação científica do observatório do turismo da Universidade do Estado do Amazonas

Abstract

Social networks are very common tools in the daily life of the world population, being considered the most appropriate and popular tools for disseminating information. In the context of the Tourism Observatory of the Tourism Observatory of the State University of Amazonas, which is an important disseminator of information related to tourist activ-ity, it was noted the need to invest in social networks, given that its website did not obtain the results that social networks could generate. Therefore, in this study, three social networks (Instagram, Facebook, and YouTube) were chosen for this investment. The general objective of this study is to identify how these networks help in the dissem-ination of tourist information contained in the UEA Tourism Observatory portal. As spe-cific objectives, it was sought to analyse the metrics made in these profiles. As a methodology, the following research is classified as qualitative-quantitative in its approach. As for the procedures, there was the use of a bibliographic survey and field study. The object of study is limited to the UEA tourism observatory, specifically to social networks and their contribution. The research method was configured as inductive. Data collection took place through secondary and primary sources. Data analysis took used the tools provided by the networks themselves. The study began in May 2021 and was completed in May 2022, during the extension project Observatur-UEA Connection: from the Tourist Information System to Social Networks”. From the results obtained, the metrics and indicators of the three social networks were analysed, namely: the number of followers; range; likes; views; impressions and viewing time in hours.