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This article aims to analyze how technology and social media, more precisely the Instagram, contribute to the development of tourism sector and services and how some hotels on the edge of the city of Fortaleza (located in the State of Ceara) use them for the sake of growth. Through the content analysis method, 11 hotels were investigated along the border of Beira Mar, the most important tourist destination in Fortaleza.The questionnaire addresses issues in order to understand not only the presence of the tool, but, mainly, the use and objective of it within a communication planning. As a main result, it is noticed that, where there is the use of the tool, the reality is of little interaction with the consumers, besides opportunities of integration with other social media and websites.

Imagens turísticas de Fortaleza/CE: um estudo do instagram nos hotéis localizados na avenida beira mar