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This paper analyzes the use of social networks by travel agencies in São Luís Maranhão, as a communication strategy for wining customers. An exploratory and qualitative approach was developed with agencies in the São Luís, the capital of Maranhão. For the data collection, a semi-structured script was designed, based mainly on Alves et al. (2017), Gomes and Mondo (2016), Matikiti et al. (2017), Vareiro and Pinheiro (2017). The interviews had three categories: behavior in media/social networks; strategies for winning customers, and the results of the strategies. The data were then submitted to content analysis. The findings confirm that the companies use social networks to increase their visibility and to interact with customers, to win customers, and to reduced costs, in order to survive in the tourism market. The main items posted on the social medial contain information on tour packages/destinations, and travel photos. Winning customers occurs mainly through promotional actions on the social networks, such as boosting posts and the digital influencers. However, entrepreneurs also continue to use traditional strategies (radio, billboards, participation at trade fairs/events), as well as interorganizational cooperation. In online commercialization, firms switch between different social media depending on their goals: negotiation, closing a sale, or aftersales. Virtual initiatives increase the agencies’ performance, as reflected by the growing demand, and their ability to reach new customers and markets. In conclusion, communication strategies via the social networks help companies to face the competition and the typical externalities of the tourism sector.

Comunicação com clientes via redes sociais: da captação ao pós-venda em agências de viagem de São Luís do Maranhão, Brasil