MARKETING ESTRATÉGIO: UMA ANÁLISE DAS ESTRATÉGIAS DIGITAIS E DA PERCEPÇÃO DO PÚBLICO DE CAMPOS BELOS EM RELAÇÃO AOS EVENTOS

Abstract

This study aimed to analyze how marketing strategies influence audience attraction, participation, and loyalty in events held in the municipality of Campos Belos, Goiás, Brazil. Grounded in the concepts of Marketing 5.0, Digital Marketing, and Experiential Marketing, the research sought to understand how digital communication, the experiences provided by events, and organizational aspects affect participants' perceptions. The study is characterized as descriptive, with a quantitative approach, and was conducted through a survey using a structured questionnaire administered via Microsoft Forms. The sample consisted of 122 individuals who had previously attended events in the region and were selected through convenience sampling. Data were analyzed using frequencies and percentages, complemented by the interpretation of open-ended responses. The findings revealed that social media, particularly Instagram, is the primary channel for event promotion and directly influences the audience's decision to participate. The results also indicated that factors such as the quality of attractions, safety, comfort, and infrastructure have a significant impact on participant satisfaction. Although respondents demonstrated a willingness to attend future events following positive experiences, satisfaction levels highlighted the need for improvements in event organization, innovation in attractions, and the delivery of more memorable experiences. It is concluded that the adoption of strategies based on Experiential Marketing and the effective use of digital tools can strengthen the relationship between audiences and events, promoting greater engagement, loyalty, and competitiveness within the events sector in Campos Belos.