As impressões sensoriais do destino Recife de acordo com influenciadores de viagens da plataforma YouTube
Palavras-chave:
Marketing sensorial, Ambiente estético, Influenciadores de viagens, YouTube, Recife.Resumo
Após o surgimento do conceito de estética que compreende que os clientes respondem ao ambiente de venda do produto, percebido através dos cinco sentidos, serviços que dependem do ambiente, tal como a atividade turística, passaram a adotar práticas de divulgação atreladas a esse ideal, como um exemplo o marketing sensorial, a fim de se sobressair frete a concorrência. Com base nesse contexto, o estudo buscou analisar as impressões sensoriais do destino Recife, segundo a visão da experiência contida em vídeos do YouTube postados por influenciadores de viagens em seus respectivos canais. Portanto, o estudo pode ser considerado qualitativo e descritivo, que utilizou o método de análise de conteúdo a partir da transcrição dos áudios dos vídeos selecionados. Como resultado, observou-se que os youtubers optam por experiências de imerção na cultura local, e utilizaram frequentemente dos sentidos da audição, paladar, tato e visão durante sua estada em Recife.
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