El escenario Smart y sus derivadas en la estrategia de marketing online de los destinos turísticos. El caso de la Comunitat Valenciana

Autores/as

  • David Giner Sánchez Instituto Valenciano de Tecnologías Turísticas (Invat.tur)
  • Marco Antonio Celdrán Bernabeu

DOI:

https://doi.org/10.38191/iirr-jorr.21.021

Palabras clave:

Redes sociales, marketing en redes sociales, marketing online, destinos turísticos inteligentes

Resumen

La revolución tecnológica ha configurado un escenario turístico renovado caracterizado por un uso intensivo de las tecnologías en todo el ciclo del viaje, que evoluciona hacia un contexto de gestión Smart en el que destacan las tecnologías asociadas con el social media, por su influencia en la estrategia y operativa del marketing online de los destinos. Las nuevas pautas de comportamiento de la oferta y la demanda asociados al social media determinan ahora la imagen de los destinos e influyen en su competitividad, situando así al social media en el eje de la gestión del marketing de las entidades responsables de la promoción y gestión del destino. El social media y las tecnologías que lo sustentan representan la principal vía para acercar a los destinos al modelo de destino turístico inteligente. La presente investigación se aproxima al escenario turístico actual con el objeto de conocer su influencia sobre los procesos de marketing online desarrollados por los destinos turísticos. Concretamente y para un conjunto de destinos de la Comunitat Valenciana, se realiza un análisis aplicado sustentado en un índice de medición de los medios sociales.

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2021-11-09

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