A interface comunicação, consumo e memória nas narrativas publicizadas da empresa TripAdvisor

• Ano de defesa: 2021
• Autor(a) principal: Rivelli, Nicholas Novo
• Orientador(a): Nunes, Mônica Rebecca Ferrari
• Banca de defesa: Carrascoza, João Luís Anzanello, Heller, Bárbara
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação; publicidade; consumo e memória
• Palavras-chave em Inglês: communication; advertising and social memory
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/573

This research aims to discuss the sharing memories of a recent past among tourists as a way of influencing travel consumption. The theoretical object is related to the commercialization of memories in order to intensify the touristic purchasing and the affectivity generating by determined places, attractions, or experiences. The empirical object is based on testimonials, tips, evaluations, and photos of tourists on the TripAdvisor website. We understand that the website deploys and encourage travel memories sharing as their business strategy, once it makes them into goods. For this purpose, we have connected the concept of publicization of the advertising communication as support for fostering affectivities and transmitting symbologies. The particular goals are: understand the relationship between travel consumption and advertising and, consequently, the culturalization of tourism; identify memory commercialization concepts and their bond to narratives inside TripAdvisor; analyze the testimonials, tips, assessments, and pictures of the travelers who post their experiences, whose representation influence the travel decision making process. As methodology, besides the bibliographical survey, we have analyzed six narratives about the cities of Salvador, Gramado and Ipojuca classified as the best Brazilian destinations in 2020. Thus, we intended to show that the apparent lack of interest in the communication can be part of a mnemonically composed advertising system capable of anticipating the tourist experience.