A ECONOMIA DA ATENÇÃO DIGITAL EM VÍDEOS SOBRE TURISMO NO “INSTAGRAM”
DOI:
https://doi.org/10.24325/issn.2446-5763.v12i35p01-33Palabras clave:
Turismo digital, Economia da atenção, Comportamento do consumidor, Instagram, Marketing de conteúdoResumen
A ascensão das redes sociais, especialmente do “Instagram”, alterou profundamente
o modo como os consumidores descobrem e interagem com conteúdos turísticos “online”. A
plataforma passou a funcionar como uma vitrine digital em que marcas e influenciadores
disputam a atenção dos usuários por meio de estímulos rápidos e impactantes, uma lógica
alinhada à chamada economia da atenção, na qual a atenção do indivíduo é um recurso
escasso e valioso, constantemente capturado, disputado e monetizado por estímulos
midiáticos. O objetivo deste estudo foi analisar a percepção dos consumidores acerca da
economia da atenção no contexto de vídeos turísticos publicados no “Instagram”,
investigando os fatores que influenciam a retenção e a dispersão da atenção. . Para isso,
foi realizada uma pesquisa de abordagem quantitativa, aplicada por meio de questionário
“online” com 180 participantes. A amostra, composta majoritariamente por indivíduos das
classes A e B, com alta escolaridade e frequência de viagem, foi analisada sob três
dimensões principais: hábitos de consumo de vídeos, engajamento e percepção, e cansaço
digital. Os resultados indicam que elementos como estética visual, objetividade e dicas
práticas são os principais gatilhos de atenção, enquanto conteúdos longos ou
desinteressantes levam à evasão. Além disso, verificou-se que vídeos impactantes podem
converter atenção em ação concreta, como salvar, compartilhar ou escolher destinos.
Contudo, o consumo multitarefa e a sobrecarga de estímulos indicam que a atenção é volátil
e limitada. O estudo constatou que, no ambiente digital saturado, reter atenção exige
conteúdos estratégicos, sintéticos e emocionalmente relevantes, especialmente no contexto
do turismo.
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