Identificação dos Media Sociais utilizados pelas organizações de gestão de destinos: O caso de estudo do destino turístico Serra da Estrela

Tourism is an economic sector in which information plays a primary role and, therefore, highly influenced by the emergence of social media. Currently, the widespread use of social media and, in particular, the exponential growth of social networking platforms is creating global changes in the promotion of tourist destinations, with a well-defined strategy for incorporating usergenerated contents (UGC). Due to this, the Destination Management Organizations (DMO), as dynamic organizations, whose primary goal is the promotion of tourist destinations, have to adapt to this new reality in order to meet the challenges produced by this new paradigm of interaction and communication. This paper analyses the use of social media by organizations linked to the tourist destination “Serra da Estrela” in order to identify which are being used and if there is a concern with valuing UGC. As methodology, we developed an observation grid, where the collected data, from the DMO websites considered in the study, were registered by the researchers.