Science communication strategies on social media

analysis of instagram posts from the paraná tourism observatory (obstur/pr) in 2025

Authors

Keywords:

Tourism, Information Management, Social media, Tourism Observatories

Abstract

This study analyzes the science communication strategies adopted on the Instagram profile of the Paraná Tourism Observatory (OBSTUR/PR), based on the performance of posts published throughout 2025. The research is grounded on the understanding of information as a strategic resource for tourism planning and management, emphasizing the role of tourism observatories in producing and disseminating data. This applied, exploration, and descriptive research employed documentary analysis of 33 Instagram posts, categorized as bulletins, photographs, commemorative dates, and other informational content. Reach, engagement, and audience origin metrics were analyzed. The results indicate that photograph-based posts achieved the highest levels of reach and engagement, whereas technical bulletins showed lower performance and were primarily viewed by existing followers. Commemorative posts demonstrated the greatest potential for content sharing. The findings suggest that diversifying communication formats and combining technical information with visual resources enhance institutional visibility and strengthen science communication in tourism observatories, contributing to knowledge dissemination and information management in the tourism sector.

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Author Biographies

Julia Linara Padilha, Universidade Federal do Paraná

Graduanda em Turismo na Universidade Federal do Paraná (UFPR). Voluntária do Projeto de Extensão OBSTUR-PR. http://lattes.cnpq.br/1047536365188209.

Juliana Medaglia, Universidade Federal do Paraná

Doutora em Ciência da Informação (UFMG). Professora Associada do Departamento de Turismo da UFPR. Coordenadora do Observatório de Turismo do Paraná. http://lattes.cnpq.br/5292267261816076.

Olívia Ortiz, Universidade Federal do Paraná

Graduanda em Turismo na Universidade Federal do Paraná (UFPR). Bolsista de Iniciação Científica PIBIC/UFPR-CNPq. http://lattes.cnpq.br/1677470495608587.

Capa da 4ª Mostra de Pesquisa Científica e Mercadológica da RBOT, com o logotipo da revista ReBOT no topo e uma ilustração de um parque turístico ao pôr do sol, destacando o título do evento e a marca da UERN na parte inferior.

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Published

2026-09-15

How to Cite

LINARA PADILHA, Julia; MEDAGLIA, Juliana; ORTIZ, Olívia. Science communication strategies on social media: analysis of instagram posts from the paraná tourism observatory (obstur/pr) in 2025. BRAZILIAN JOURNAL OF TOURISM OBSERVATORIES (ReBOT), [S. l.], v. 5, n. 2, p. 212–220, 2026. Disponível em: https://periodicos.apps.uern.br/index.php/ReBOT/article/view/8363. Acesso em: 21 sep. 2026.

Issue

Vol. 5 No. 2 (2026): 4th RBOT Scientific and Market Research Showcase

Section

Artigos técnicos e tecnológicos

License

Copyright (c) 2026 BRAZILIAN JOURNAL OF TOURISM OBSERVATORIES (ReBOT)

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