This research analyzes digital tourism marketing on the Instagram pages of receptive
agencies in Praia da Pipa, a tourist destination located along the coastline in the municipality of
Tibaú do Sul, in the state of Rio Grande do Norte, seen as a marketing action that brings together
a set of strategies to promote and sell tourism products. The aims of the investigation are to
ascertain the knowledge and strategies used by the four enterprises that were the focus of the
research, the graphic and editorial quality of the posts, as well as their effectiveness in terms of
marketing promotion. As a theoretical basis, this research draws on contributions from authors
such as Kotler (2011; 2007), Rejowski (2007), Perussi (2007), Pantulfi (2021), among others. The
methodology applied is qualitative in nature and combines bibliographical readings, interviews
with the owners of the selected receptive agencies, and netnographic investigations into their
posts in order to contextualize their graphic and editorial quality using content analysis, as well
as their results in terms of customer engagement and sales. We conclude that the amount of
investment and effort made by Pipa's receptive agencies in their digital tourism marketing is
proportional to the quality and results of the strategies put into practice.

Palavras-chave: Marketing Turístico; Marketing Digital; Receptivo; Praia da Pipa.