Abstract
One of the mechanisms present in communication that can create connections and influence potential customers of companies in the virtual environment is social media. This research aims to investigate whether tourism agencies in Florianópolis-SC use the social media Instagram and Website to promote their services. The procedure method is qualitative, with the case study as its main modality. The research location is tourism agencies and the variables to investigate the agencies were: a) forms of contact provided by the companies: website, Instagram, telephone only and contactless; b) use of social media Instagram and number of followers. The results showed that there are 281 tourism agencies in Florianópolis-SC, and on Instagram there are 156 with profiles in this media and those that have a website are 121, and 104 with profiles in both media, but the vast majority do not use these media. strategically to build relationships and attract more customers. It is concluded that this gap may be due to the lack of qualifications of managers in relation to the communicative potential of each media studied.
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