A utilização da rede social TikTok na hotelaria da cidade do Rio de Janeiro
The use of the social network TikTok in the hotel industry in the city of Rio de Janeiro
DOI:
https://doi.org/10.28998/ritur.V15.N2.A2025.pp1-18.18347Keywords:
Hospitality, Marketing, TikTokAbstract
Digital marketing is understood as a set of traditional marketing activities and practices that aim to manage relationships with target audiences through digital information and communication technologies. In tourism and hospitality, digital marketing plays an important role in enabling tourists to explore the characteristics of tourist destinations through different means of communication. The latter promote different products and services that are offered in tourist locations in a comprehensive and reliable manner, with the help of digital interactions. Therefore, information is increasingly disseminated to consumers and business partners through communication channels on digital devices, in which recipients interact to the point of generating a relationship of credibility. Given this context, this study aimed to investigate the use of the social network TikTok as a digital marketing tool in accommodation establishments in the city of Rio de Janeiro/RJ. Regarding the theoretical basis, it was based on studies on digital marketing and social networks in the hotel industry, through bibliographic research in order to structure the theoretical basis, adopting national and international articles, researched in databases. Regarding the methodological procedures, this research had a qualitative approach and carried out: a) a bibliographic survey using the research platforms “Scopus” and “Web of Science”, “Scielo” and Tourism Publications; b) a survey of accommodation establishments in the city of Rio de Janeiro using Google Maps, and then checking whether they were registered on TikTok; c) a checklist adapted for the TikTok social network was created. As a result, the study identified a considerable number of accommodation establishments in the city of Rio de Janeiro who had given up using TikTok. It was also noted that some of the profiles did not post frequently or had well-presented content.
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