Fonte: Journal of Tourism & Development; v. 2, n. 21/22 (2014); 151-160
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Resumo: Social media plays an essential part on today’s marketing campaigns. It gives brands the opportunity to reach a worldwide audience with few resources, trying to influence the consumer decision-making process. In 2012, Porto became the setting of a pilot location based transmedia storytelling experiment – TravelPlot Porto. During twelve weeks, tourists were invited to physically embark on a treasure hunt, while visiting Porto, or virtually on the social networks of the project. This paper analyses the audience behavior on TravelPlot Porto’s social media channels – Facebook, Twitter and YouTube. All social networks reached a high number of users in different countries, indicating a great potential of social media as a tool for the promotion of tourism and in particular location based transmedia storytelling projects.
