Análise das redes sociais do Geoparque Seridó/RN

Abstract

The paper addresses the importance of social media as crucial tools in promoting tourist destinations, highlighting their role in enhancing natural and cultural heritage. Digital platforms increase the visibility of destinations such as the Seridó UNESCO Global Geopark, an area of ​​geological and cultural relevance, and have profoundly impacted the dynamics of interaction between visitors, local communities and managers. The relevance of the topic is justified by the growing influence of social media in today's society, facilitating the production and dissemination of content by any individual with internet access, which has generated new forms of communication, user behavior and digital marketing strategies. Social media are more than just communication tools, shaping patterns of social interaction. The research aims to analyze the social media of the Seridó UNESCO Global Geopark, identifying its strategies, strengths, weaknesses, opportunities and threats, using the SWOT Matrix for evaluation. The methodology adopted is descriptive in nature with a qualitative approach. To analyze the communication and dissemination of the Seridó UNESCO Global Geopark, this study adopts a qualitative approach, in which the information made available on social media, including Instagram, on the official website and other media of the Geopark is evaluated through the SWOT Matrix. The study carried out on the social media of the Seridó UNESCO Global Geopark reveals the growing importance of these digital platforms in the promotion of tourist destinations and in the construction of a positive image that is accessible to different audiences. The analysis of the digital presence of the Geopark through the strategic tool SWOT Matrix allowed the identification of strengths, weaknesses, opportunities and threats, offering a critical view on the way in which the Geopark has been promoted and perceived on social media. The results indicate that social media plays a fundamental role in the visibility and promotion of the Geopark, although some improvements could be implemented to maximize its reach.