Turismo rural e marketing digital: o caso da rota turística Amazônia atlântica, nordeste paraense

Abstract

Rural tourism is an expanding type of tourism in Brazil, due to the urban population's desire to be in contact with nature, ways of life, culture and rural customs, allied to the rural producer's need to add value to their products and increase the income. However, it still finds it difficult to publicize its products and services through social networks, an important competitive channel for companies. The objective of the work is to carry out a characterization of the attractions and a survey of metrics from the Instagram social network of a rural tourism route in the Eastern Amazon, in the municipality of Augusto Corrêa, state of Pará, called the Atlantic Amazon Tourism Route. To describe and characterize the tourist attractions, unstructured visits and interviews were carried out and the methodology of CICATUR/OAS (1983) was used, while for the survey of Instagram metrics the tools “Insights” from Instagram and “Upfluence Software” were used. Classifications were also made of publications on the social network regarding the elements and degree of humanization present in the images and carousels. The projects Fazenda Bacuri, Perimirim en Rota and Rancho Amuré were classified in the category “Natural Sites” and in the type “Place for observation of fauna and flora”, as they allow the contemplation of forests of bacurizais; bird watching and mangrove forests; and the Urumajó River respectively. The Bacuri Farm and the Sítio Raiz were classified in the category “Contemporary Technical, Scientific or Artistic Achievements” and in the “Silvo-Agricultural Explorations” type, as their attractions are agribusiness and experience in the production of artisanal flour, respectively. The attractive Oysters of the Amazon and Rancho Amuré were classified in the category "Natural Sites" and type "hunting and fishing site", as they are attractions whose tourist experience consists of an explanation of the daily life of the aquaculturist and artisanal fisherman, as well as their relationship with the activities they develop and the practical demonstration of production and fishing systems. The attractions Fazenda Bacuri, Sítio Raiz and Perimirim in Rota are the most visited by tourists and visitors interested in getting to know the Tourist Route, therefore, they were classified as Central Class (main attraction where the customer spends most of their time), while the attractions Ostras da Amazônia and Rancho Amuré were classified as Complementary Class (attraction that complements a day of activities). All of the attractions on the Route were classified in the hierarchy of number 3, as they are attractions with striking characteristics, capable of interesting long-distance visitors, from the domestic or foreign market, who arrived in the area for other tourist reasons. In the Instagram analysis, on the day of analysis – May 15, 2021, the social network had 169 posts, 912 followers, and followed 881 users, with an average number of posts, likes and comments of 12; 277 and 18 respectively, and of the total number of quantified impressions, more than 90% are related to likes. As for the elements represented in the publications, the highlights are “Participation of Route Members in Events”, “Disclosure of Attractions/Enterprises” and “Gastronomy”. The audience of followers is predominantly female, Brazilian, Belenense, between 25 and 34 years old and as for the degree of humanization, 60% of the publications on the social network have a human presence, mostly Rota members. Follower engagement rate is 3.84%, likes rate is 30.67 and comments rate is 0.83, and public interaction with posts is greater on Sunday from 6:00 to 9:00 am and the frequency of posts is 1 post per day.