Agências de viagens e marketing digital na pandemia da COVID-19: um estudo sobre o posicionamento digital da “Elabora Viagens e Experiências”

Abstract

The pandemic from COVID-19 and all the problems and difficulties brought by it were responsible for taking companies to the digital as a way of business survival during the period of social isolation, thus imposing the use of digital marketing later in a strategy way as a brand positioning. This work aimed to study the digital positioning of brazilian travel agencies during COVID-19 pandemic and as a methodology was used a qualitative and exploratory approach, using secondary data collection for a content analysis and a case study on the travel consultancy “Elabora Viagens e Experiências” which obtained satisfactory results in the company during the pandemic period after strategically positioning itself in digital media. As a result, it can be said that digital marketing, focused on the digital positioning strategy on social media and digital platforms were largely responsible for strengthening the brand of the object of study and a growth opportunity for other companies in the sector. In addition, it has been proven that the pandemic has shaped a new tourist profile that seeks personalized travel experiences and companies that meet this demand have a chance to stand out, mainly in the digital.