Plano de marketing digital para agência de turismo Inka History pós-pandemia

Abstract

This article aimed to develop a digital marketing plan for Inka History. To achieve this, specific objectives were met, such as analyzing the current situation of the company, identifying strengths and weaknesses, and analyzing external factors that impacted the business. The theoretical framework addressed topics such as marketing, digital marketing, and marketing plan. Exploratory and descriptive methodologies were used for the research, with an online questionnaire as the tool. The customer survey was conducted through Instagram, obtaining 488 responses, representing 37% of the followers who constituted the research sample. Additionally, a study of three competitors of Inka History was conducted, using electronic means for data collection. The SWOT tool was used to analyze the internal and external environment based on the questionnaire results. The digital marketing plan for Inka History was developed based on the Sebrae model, with the objective of promoting the company, increasing brand visibility, and attracting a qualified target audience. Various digital strategies were presented, taking advantage of online opportunities and considering the company's strengths and weaknesses.