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Este trabalho tem como objetivo compreender o papel da assessoria de imprensa ao relacionar à importância do LinkedIn nas estratégias de assessoria em turismo. Como tal, foi desenvolvido um estudo de caso de análise dos posts no Linkedin de oito marcas de cruzeiros: Celebrity Cruises, Royal Caribbean International, Norwegian Cruise Line, Carnival Cruises, Princess Cruises, Holland America Line, MSC Cruises e Costa Cruises, procurando compreender em que medida é que a comunicação nas redes sociais, e em especial no LinkedIn, teve impacto na sua missão. Com o presente estudo verificou-se que o LinkedIn passa a ser usado com uma plataforma de networking, de marketing e relações públicas das empresas e pessoas, e denota uma popularidade cada vez mais crescente.

The Mediterranean Sea has been consolidated as the second most important destination region in cruise shipping. This paper investigates the dynamics of the contemporary cruise port network in Southern Europe from the perspective of its centrality. To conduct the research, we applied the technique of social network analysis (SNA) to a set of 20 ports. The set of ports forms a network; therefore, we use the SNA to build this network based on nodes (ports) and to analyze the connections between each other. Several network and node metrics are calculated, such as outgoing and incoming centrality degree, betweenness centrality, and hub index. The goals of this research are (1) to explain the dynamics of the cruise port network for contemporary cruise calls in Southern Europe in terms of the centrality of the ports and the connections between ports, and (2) to obtain a series of graphs with the inter-port relationships of the sample of ports analyzed. Important conclusions are revealed: the cruise traffic registered in a port has an impact on several ports in terms of the number of different ports to which it connects and the intensity of the connection between pairs of ports; the role of betweenness centrality is associated with ports of the same destination region and, in some cases, with ports situated in another destination region; and four ports have been identified as hub ports. The results obtained may help itinerary planners identify alternative ports in the configuration of new itineraries to deal with the challenges associated with the COVID-19 pandemic for cruise shipping.