Covid-19, un mito en la comunicación turística. Análisis de los contenidos generados por influenciadores turísticos 2.0 sobre la pandemia y en los destinos

  1. Barrientos-Báez, Almudena 1
  2. Martínez-Sala, Alba-María 2
  3. Altamirano-Benítez, Verónica 3
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

  3. 3 Universidad Técnica Particular de Loja
    info

    Universidad Técnica Particular de Loja

    Loja, Ecuador

    ROR https://ror.org/04dvbth24

Erakutsi afiliazioak +
Aldizkaria:
Palabra Clave

ISSN: 2027-534X,  0122-8285

Argitalpen urtea: 2022

Zenbakien izenburua: The Impact of COVID-19 on Communication. Analysis and Retrospective of the Effects of the Pandemic on the Media Ecosystem; e2511

Alea: 25

Zenbakia: 1

Mota: Artikulua

DOI: 10.5294/PACLA.2022.25.1.8 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Beste argitalpen batzuk: Palabra Clave

Garapen Iraunkorreko Helburuak

Laburpena

O modelo web 2.0 oferece enorme potencial de comunicação para informar e educar em situações de crise extrema, como a derivada do covid-19. Por esse motivo, o objetivo principal deste artigo é analisar se as organizações de marketing de destino (OMDs) e os influenciadores do turismo 2.0 têm utilizado seus canais para informar e educar sobre a covid-19, bem como o nível de influência desse conteúdo sobre os usuários. Para o desenvolvimento do protocolo de pesquisa, uma metodologia quantitativa e qualitativa é implementada, e dois períodos de tempo delimitados pelos efeitos da covid-19 (confinamento e descalonamento) são avaliados. A pesquisa é realizada no Instagram e a amostra corresponde às OMDs turísticas e influenciadores 2.0 com maior impacto entre os millennials. Os resultados mostram que a covid-19 não tem sido uma prioridade nem para as OMDs nem para os influenciadores, uma vez que publicações a esse respeito têm pouca presença em comparação com aquelas que promovem produtos e serviços turísticos. Da mesma forma, com relação ao engajamento, essas publicações não são as que atingem índices mais elevados, evidenciando a mesma despreocupação por parte dos adeptos. Consequentemente, conclui-se que há pouco interesse pela saúde como uma nova dimensão da sustentabilidade do ponto de vista das OMDs e dos influenciadores, embora a saúde, como nova dimensão da sustentabilidade turística, esteja ajustada às preferências dos influenciadores e as da OMDs.

Erreferentzia bibliografikoak

  • Ai, J., Lv, X. y Gursoy, D. (2020). Impact of social media posts on travelers’ attitudes and behaviors towards a destination after a natural disaster: moderating role of the source of the post. Journal of Sustainable Tourism, 0, 1-19. https://doi.org/10.1080/09669582.2020.1831002
  • Altamirano-Benítez, V., Ochoa, S. y Túñez-López, J.-M. (2018). Models to assess communication 2.0 on websites and organizational social media. Iberian Conference on Information Systems and Technologies, CISTI, 2018-June, 1–6. https://doi.org/10.23919/CISTI.2018.8399432
  • Altamirano-Benítez, V., Túñez-López M. y Marín-Gutiérrez, I. (eds.). Tendencias de la Comunicación para el turismo. Dykinson
  • Álvarez-Sousa, A. y Paniza-Prados, J. L. (2020). Visitor management in world heritage destinations before and after Covid-19, Angkor. Sustainability, 12(23), 1-44. https://doi.org/10.3390/su12239929
  • Ávila Campoverde, F. y Ugalde, C. (2020). Instagram: la red social con la mayor interacción para promover los destinos turísticos ecuatorianos. Investigaciones Turísticas, 19(50). https://doi.org/10.14198/INTURI2020.19.03
  • Ay, E., İpek, K., Özdağ, N. B., Özekici, E. y Álvarez, M. D. (2019). Travel bloggers as influencers: What compels them to blog. En N. Kozak y M. Kozak (eds.), Tourist Destination Management (pp. 159-175). Springer. https://doi.org/10.1007/978-3-030-16981-7_9
  • Bae, S. Y. y Chang, P.-J. (2020). The effect of coronavirus disease-19 (Covid-19) risk perception on behavioral intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic (March 2020). Current Issues in Tourism, 1-19. https://doi.org/10.1080/13683500.2020.1798895
  • Barrientos-Báez, A., Caldevilla-Domínguez, D., Cáceres Vizcaíno, A. y Sueia Val, E. G. (2020). Tourism sector: Communication and sustainable innovation. Revista de Comunicación de la SEECI, 53, 153-173. https://doi.org/10.15198/seeci.2020.53.153-173
  • Barrientos-Báez, A., Martínez-Sala, A.-M., Altamirano-Benítez, V. y Caldevilla-Domínguez, D. (2021). Fake News : La pandemia de la covid-19 y su cronología en el sector turístico. Historia y Comunicacion Social, 26, 135-148. https://doi.org/10.15198/seeci.2020.53.153-173
  • Brouder, P. (2020). Reset redux: possible evolutionary pathways towards the transformation of tourism in a Covid-19 world. Tourism Geographies, 22(3), 484-490. https://doi.org/10.1080/14616688.2020.1760928
  • Buhalis, D., Parra López, E. y Martínez-González, J. A. (2020). Influence of young consumers’ external and internal variables on their e-loyalty to tourism sites. Journal of Destination Marketing and Management, 15 (febrero). https://doi.org/10.1016/j.jdmm.2020.100409
  • Cabezuelo-Lorenzo, F., Barrientos-Báez, A. y Caldevilla-Domínguez, D. (2021). Propuesta para la transferencia del conocimiento e innovación en la enseñanza-aprendizaje del liderazgo: lecciones de cine. En Alfabetización en la nueva docencia. Tirant lo Blanch.
  • Caldevilla-Domínguez, D., Barrientos-Báez, A. y Padilla-Castillo, G. (2021). Twitter as a tool for citizen education and sustainable cities after Covid-19. Sustainability, 13(6). https://doi.org/10.3390/su13063514
  • Camarinha, A. P., Abreu, A. J., Angélico, M. J., Da Silva, A. F. y Teixeira, S. (2021). A content analysis of social media in tourism during the Covid-19 pandemic. En J. V. de Carvalho, Á. Rocha, P. Liberato y A. Peña (eds.), Advances in tourism, technology and systems. Icotts 2020. Smart innovation, systems and technologies (pp. 532-546). Springer. https://doi.org/10.1007/978-981-33-4256-9_49
  • Cantón-Correa, F.-J. y Alberich-Pascual, J. (2019). The social construction of the image of a city through Instagram: The case of Granada. Profesional de la Información, 28(1), 1-12. https://doi.org/10.3145/epi.2019.ene.08
  • Castillo, A., Carrillo-Durán, M. V. y Luengo-Chávez, G. (2019). Brand communication of hotel chains through their websites: Proposed model for their management. Palabra Clave, 22(2), 1-33. https://doi.org/10.5294/pacla.2019.22.2.11
  • Cestino González, E., Pérez Tapia, G. y Jang, Y. (2020). Análisis de la imagen de España como destino turístico a partir de las redes sociales. El caso de Corea del Sur. International Review of Communication and Marketing Mix, 2(3), 82-95. https://doi.org/10.12795/IROCAMM.2020.v02.i03.06
  • Chan, E. S. W., Hon, A. H. Y., Chan, W. y Okumus, F. (2014). What drives employees’ intentions to implement green practices in hotels? The role of knowledge, awareness, concern and ecological behaviour. International Journal of Hospitality Management, 40, 20-28. https://doi.org/10.1016/j.ijhm.2014.03.001
  • Chilufya, A., Hughes, E. y Scheyvens, R. (2019). Tourists and community development: corporate social responsibility or tourist social responsibility? Journal of Sustainable Tourism, 27(10), 1513-1529. https://doi.org/10.1080/09669582.2019.1643871
  • Choi, S. M. y Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology y Marketing, 29(9), 639-650. https://doi.org/10.1002/mar.20550
  • Corallo, A., Trono, A., Fortunato, L., Pettinato, F. y Schina, L. (2018). Cultural event management and urban e-Planning through bottom-up user participation. En I. Management Association (ed.), E-Planning and Collaboration: Concepts, Methodologies, Tools, and Applications (pp. 1059-1078). IGI-Global. https://doi.org/10.4018/978-1-5225-5646-6.ch050
  • Femenia-Serra, F. y Gretzel, U. (2020). Influencer marketing for tourism destinations: Lessons from a mature destination. En J. Neidhardt y W. Wörndl (eds.), Information and Communication Technologies in Tourism 2020 (pp. 65-78). Springer. https://doi.org/10.1007/978-3-030-36737-4_6
  • Font, X., Higham, J., Miller, G. y Pourfakhimi, S. (2019). Research engagement, impact and sustainable tourism. Journal of Sustainable Tourism, 27(1), 1-11. https://doi.org/10.1080/09669582.2019.1560673
  • Gómez Nieto, B. (2018). El influencer: herramienta clave en el contexto digital de la publicidad engañosa. Methaodos Revista de Ciencias Sociales, 6(1), 149-156. https://doi.org/10.17502/m.rcs.v6i1.212
  • Gonzálvez Vallés, J. E., Caldevilla-Domínguez, D. y Barrientos-Báez, A. (2021). Communication on Twitter: Coronatec during the initial phase of confinement in Spain. Prisma Social, 32, 477-497.
  • Gui, X., Kou, Y., Pine, K. H. y Chen, Y. (2017). Managing uncertainty: Using social media for risk assessment during a public health crisis. Conference on Human Factors in Computing Systems. Proceedings, mayo (pp. 4520-4533). ACM Digital Library. https://doi.org/10.1145/3025453.3025891
  • Gutiérrez Montoya, G. A., Sánchez Jiménez, M. Á. y Coronil, A. G. (2018). Redes sociales como medio de promoción turística en los países iberoamericanos. Retos, 8(15), 135-150. https://doi.org/10.17163/ret.n15.2018.09
  • Han, H. y Hyun, S. S. (2017). Fostering customers’ pro-environmental behavior at a museum. Journal of Sustainable Tourism, 25(9), 1240-1256. https://doi.org/10.1080/09669582.2016.1259318
  • Han, H., Lee, S., Kim, J. J. y Ryu, H. B. (2020). Coronavirus disease (Covid-19), traveler behaviors, and international tourism businesses: Impact of the corporate social responsibility (CSR), knowledge, psychological distress, attitude, and ascribed responsibility. Sustainability, 12(20), 1-18. https://doi.org/10.3390/su12208639
  • Han, W., McCabe, S., Wang, Y. y Chong, A. Y. L. (2018). Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism? Journal of Sustainable Tourism, 26(4), 600-614. https://doi.org/10.1080/09669582.2017.1372442
  • Hardeman, G., Font, X. y Nawijn, J. (2017). The power of persuasive communication to influence sustainable holiday choices: Appealing to self-benefits and norms. Tourism Management, 59, 484-493. https://doi.org/10.1016/j.tourman.2016.09.011
  • Huertas, A. y Marine-Roig, E. (2016). User reactions to destination brand contents in social media. Information Technology y Tourism, 15(4), 291-315. https://doi.org/10.1007/s40558-015-0045-9
  • Huertas, A., Oliveira, A. y Girotto, M. (2020). Gestión comunicativa de crisis de las oficinas nacionales de turismo de España e Italia ante la Covid-19. Profesional de la Información, 29(4), 1-19. https://doi.org/10.3145/epi.2020.jul.10
  • Irfan, A., Rasli, A., Sami, A. y Liaquat, H. (2017). Role of social media in promoting education tourism. Advanced Science Letters, 23(9), 8728–8731. https://doi.org/10.1166/asl.2017.9959
  • Jiménez-Barreto, J., Rubio, N., Campo, S. y Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79 (febrero). https://doi.org/10.1016/j.tourman.2020.104101
  • Kane, K., Chiru, C. y Ciuchete, S. G. (2012). Exploring the eco-attitudes and buying behaviour of Facebook users. Amfiteatru Economic, 14(31), 154-171.
  • Lunchaprasith, T. y Pasupa, S. (2019). The contribution of social media on heritage experience: A case study of Samchuk community and old market district, Suphanburi. 18th European Conference on e-Learning, ECEL 2019, Aalborg University, Copenhagen, Denmark (pp. 329-339). Academic Conferences Limited. https://doi.org/10.34190/EEL.19.113
  • Magno, F. y Cassia, F. (2018). The impact of social media influencers in tourism. Anatolia, 29(2), 288-290. https://doi.org/10.1080/13032917.2018.1476981
  • Mariani, M. M., Di Felice, M. y Mura, M. (2016). Facebook as a destination marketing tool: Evidence from Italian regional destination management organizations. Tourism Management, 54, 321-343. https://doi.org/10.1016/j.tourman.2015.12.008
  • Martínez-Sala, A.-M., Monserrat Gauchi, J. y Segarra Saavedra, J. (2019). El influencer 2.0 turístico: de turista anónimo a líder de opinión. Revista Latina de Comunicación Social, 74, 734-747. https://doi.org/10.4185/RLCS-2019-1388
  • Martínez-Sala, A.-M., Quiles-Soler, M. C. y Monserrat-Gauchi, J. (2021). Corporate social responsibility in the restaurant and fast food industry: A study of communication on healthy eating through social networks. Interface. Comunicação, Saúde, Educação, 25, e200428. https://doi.org/10.1590/interface.200428
  • Martínez-Sala, A.-M. y Segarra-Saavedra, J. (2020). Engagement y disengagement online, factores clave en las estrategias de comunicación turística 2.0. En V. Altamirano-Benítez, M., Túñez-López y I. Marín-Gutiérrez (eds.), Tendencias de la Comunicación para el turismo (pp. 149-183). Dykinson.
  • Martínez, P., Herrero, Á. y García-de los Salmones, M. del M. (2020). Determinants of eWOM on hospitality CSR issues. In Facebook we trust? Journal of Sustainable Tourism, 28(10), 1479-1497. https://doi.org/10.1080/09669582.2020.1742133
  • Oneto González, G., Pérez Curiel, C. y Riscart López, J. (2020). Efecto del influencer sobre el nivel de engagement en publicaciones de Instagram. Redmarka, 24, 76-94. https://doi.org/10.17979/redma.2020.24.2.7069
  • Oviedo-García, M. Á., Muñoz-Expósito, M., Castellanos-Verdugo, M. y Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of Research in Interactive Marketing, 8(4), 327-344. https://doi.org/10.1108/JRIM-05-2014-0028
  • Pastor Marín, F. M. y Paniagua Rojano, F. J. (2020). El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales. Doxa Comunicación, 30, 265-281. https://doi.org/10.31921/doxacom.n30a14
  • Pérez González, R. A. y Massoni, S. (2009). Hacia una teoría general de la estrategia. Ariel.
  • Ramos-Soler, I., Martínez-Sala, A.-M. y Campillo-Alhama, C. (2019). ICT and the sustainability of World Heritage Sites. Analysis of senior citizens’ use of tourism apps. Sustainability, 11(11). https://doi.org/10.3390/su11113203
  • Rita, P., Brochado, A. y Dimova, L. (2019). Millennials’ travel motivations and desired activities within destinations: A comparative study of the US and the UK. Current Issues in Tourism, 22(16), 2034-2050. https://doi.org/10.1080/13683500.2018.1439902
  • Sánchez, M., Correia, M. y De Matos, N. (2018). Análisis de las redes sociales como instrumento de comunicación en los destinos turísticos del Algarve. Geintec, 8, 4476-4494. https://doi.org/10.7198/geintec.v8i3.1252
  • Sánchez, M., Correia, M. y De Matos, N. (2019). Evolution of the Presence and Engagement of Official Social Networks in Promoting Tourism in Spain. JSOD, 7(3), 210-225, 210-225. http://www.cieo.pt/journal/J_3_2019/article1.pdf
  • Senecal, S. y Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169. https://doi.org/10.1016/j.jretai.2004.04.001
  • Styvén, M. E. y Foster, T. (2018). Who am I if you can’t see me? The “self” of young travellers as driver of eWOM in social media. Journal of Tourism Futures, 4(1), 80-92. https://doi.org/10.1108/JTF-12-2017-0057
  • Su, L., Gong, Q. y Huang, Y. (2020). How do destination social responsibility strategies affect tourists’ intention to visit? An attribution theory perspective. Journal of Retailing and Consumer Services, 54 (noviembre). https://doi.org/10.1016/j.jretconser.2019.102023
  • Su, L., Huang, S. y Pearce, J. (2018). How does destination social responsibility contribute to environmentally responsible behaviour? A destination resident perspective. Journal of Business Research, 86 (febrero), 179-189. https://doi.org/10.1016/j.jbusres.2018.02.011
  • Su, L., Lian, Q. y Huang, Y. (2020). How do tourists’ attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation. Tourism Management, 77 (octubre). https://doi.org/10.1016/j.tourman.2019.103970
  • Trunfio, M. y Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing (agosto), 267-292. https://doi.org/10.1007/s43039-021-00035-8
  • Túñez-López, J.-M., Altamirano-Benítez, V. y Valarezo, K. P. (2016). Collaborative tourism communication 2.0: promotion, advertising and interactivity in government tourism websites in Latin America. Revista Latina de Comunicación Social, 71, 249-271. https://doi.org/10.4185/RLCS-2016-1094en
  • Vieira-Soares, A. L., Mendes-Filho, L. y Barbosa-Cacho, A. N. (2017). Evaluación de la información de una aplicación turística. Un análisis realizado por profesionales del turismo sobre la e-guía Find Natal (Brasil). Estudios y Perspectivas en Turismo, 26, 884-904.
  • Williams, C. C. (2020). Impacts of the coronavirus pandemic on Europe’s tourism industry: Addressing tourism enterprises and workers in the undeclared economy. International Journal of Tourism Research (junio), 1-10. https://doi.org/10.1002/jtr.2395
  • WTO - World Tourism Organization (2017a). Tourism and the Sustainable Development Goals-Journey to 2030. United Nations Development Programme. https://doi.org/10.18111/9789284419401
  • WTO - World Tourism Organization (2017b). Tourism and the Sustainable Development Goals-Journey to 2030. Highlights. United Nations Development Programme. https://doi.org/10.18111/9789284419340
  • Wozniak, T., Stangl, B., Schegg, R. y Liebrich, A. (2017). The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland. Information Technology y Tourism, 17(1), 75-100. https://doi.org/10.1007/s40558-017-0077-4
  • Xu, X. y Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel y Tourism Marketing Tourism Marketing, 35(7), 958-972. https://doi.org/10.1080/10548408.2018.1468851
Datuen iturria: Dialnet