Resumo: This research analyzes digital tourism marketing on the Instagram pages of receptiveagencies in Praia da Pipa, a tourist destination located along the coastline in the municipality ofTibaú do Sul, in the state of Rio Grande do Norte, seen as a marketing action that brings togethera set of strategies to promote and sell tourism products. The aims of the investigation are toascertain the knowledge and strategies used by the four enterprises that were the focus of theresearch, the graphic and editorial quality of the posts, as well as their effectiveness in terms ofmarketing promotion. As a theoretical basis, this research draws on contributions from authorssuch as Kotler (2011; 2007), Rejowski (2007), Perussi (2007), Pantulfi (2021), among others. Themethodology applied is qualitative in nature and combines bibliographical readings, interviewswith the owners of the selected receptive agencies, and netnographic investigations into theirposts in order to contextualize their graphic and editorial quality using content analysis, as wellas their results in terms of customer engagement and sales. We conclude that the amount ofinvestment and effort made by Pipa's receptive agencies in their digital tourism marketing isproportional to the quality and results of the strategies put into practice.
Palavras-chave: Marketing Turístico; Marketing Digital; Receptivo; Praia da Pipa.
