Ecos da experiência multiterritorial: ecossistemas-turístico-comunicacionais e a virtualização pelas redes sociais

Abstract

This research focuses on signposts in the virtualization processes of tourism-communication ecosystems. From this perspective, the general objective is to map processes of virtualization of tourist-communication ecosystems, considering the multi-territorial experience through social networks, with an empirical focus on Instagram. This proposition unfolds in the following specific objectives: to conceptualize processes of virtuality; to characterize tourist-communicational ecosystems; to map the multi-territorial experience through social networks, with an empirical focus on Instagram and to relate tourism and virtuality from a viewpoint of two tourist-communicational ecosystems. In theoretical terms, the research involves studies related to theme 1, such as multiterritoriality and virtuality, based on authors such as Lévy (1998; 2001) and Lemos (2013); theme 2, called ecosystemic transversalizations, with studies by Baptista (2015; 2018; 2019) and theme 3, related to deterritorialization and multiterritorial experience, based on authors such as Massey (2015) and Haesbaert (2004; 2007). The methodological strategy for this study is the Cartography of Knowledge (Baptista, 2014; 2023), together with the Rhizomatic Matrices (Baptista, 2023). These are two coupled strategies, in line with contemporary, complex, ecosystemic and holistic science. In operational terms, they are multi-methodological and procedural and support the construction of the research corpus and the parameterization of the analysis procedures. In this sense, the research involves a virtual cartography with two ecosystems, for empirical analysis, through the official tourism profiles of the municipalities of Bento Gonçalves/RS and Nova Petrópolis/RS, located in the Serra Gaúcha. The signs of the virtualization processes therefore point to the fact that social networks adopt their own multi-territorial dynamics, such as Instagram, which has an imagistic appeal due to its 'sense of novelty', expanding its reach through the use of hashtags. Likewise, the diversification of content formats, authenticity in communication and increased awareness of sustainability are major catalysts in promoting the user experience. From a holistic point of view, the relationship between tourism and the virtual world signals a new concept that involves a reconfiguration of space and time, in the sense of understanding that technology is not a means, but an environment for new paths. We also consider the 'fluent' balance as a fractal in the 'becoming' of travel and the deterritorializing aspect of networked virtualization. [resumo fornecido pelo autor]