O uso da Marca Seridó Geoparque Mundial da Unesco como fator de promoção turística

The Seridó Geopark from Unesco, Brazil, located in the interior of the state of Rio Grande do Norte, has been developing actions in education, conservation, and tourism, allied with regional development and sustainable practices in its territory. The aim of this study was to understand how the Seridó UNESCO Global Geopark brand is utilised on social media. Methodologically, this is a descriptive, interpretative, and explanatory study. The data collection instrument was a questionnaire applied to the Executive Board of the Seridó Intermunicipal Public Consortium Geopark. It was found that the brand creation process includes aspects of the territory's biodiversity, geodiversity, and culture, all local identity factors. Additionally, the use of the Seridó Geopark brand is beneficial for official partners, as there is greater credibility and reliability, given that a protocol is required to establish this partnership. It was also identified that the social media platforms used by the Seridó Geopark are Instagram, YouTube, the official website, Facebook, and Twitter. It is clear that Instagram stands out among the others. Therefore, the Geopark brand in question is observed as a factor in promoting tourism, both in terms of its importance to the locality and to official partners.