A Imagem Turística do Parque Aquático Santa Teresinha de Irati, Paraná, a partir de Fotografias Postadas na Rede Social Instagram.

The Santa Terezinha water and exposition park, also known in Paraná as the Irati water park, is a green area appreciated and used by visitors and local inhabitants. Numerous images of the attraction have been posted to the Instagram social network showing mostly elements of the park's beauty and visitor scenes. In a market where consumers are increasingly connected to social networking and consumption decisions are socially made, often under the influence of postings depicting consumer experiences by other users, monitoring and usage of such data become fundamental to the development of management and marketing strategies concerning cities, attractions, equipment and destinations. The goal of the present qualitative, descriptive and exploratory study was to analyze how the Santa Terezinha de Irati water park has been represented online and the importance of such postings to the attraction's image. Application of the Mello semiotic model of analysis and sensory reading of touristic images revealed that the 74 images posted are of amateur nature portraying mostly postcard, lifestyle and affection pieces of discourse. [ABSTRACT FROM AUTHOR]