Digital Promotion and Tourism: The Experience of Destiny Salvador on Facebook

Abstract

This article's objective was to analyze the perception of the virtual community on promotion of the destination Salvador in the social network Facebook. The theoretical review includedthe topics 'place marketing' and 'destinations image' and their relations with tourism and social networks. As for methodological options, research had a sociological approach and as its main technique was the Content Analysis [CA] applied to the Facebook page of the State Tourism Secretariat of Bahia. It was diagnosed that there is some problem between official communication and the virtual community, as the image transmitted by the agency is not the same as perceived by the community. The research concluded that the destination Salvador could take better ownership of the instruments of the digital promotion for consolidation the image of Salvador, Bahia.