Las redes sociales como factor de análisis turístico
Análisis de caso
DOI:
https://doi.org/10.62161/sauc.v11.5816Palabras clave:
Engagement, Social Media, Ciudades, Tourism, InstagramResumen
El turismo es uno de los sectores en que las redes sociales han tenido más impacto, tanto para explorar potenciales destinos por parte de los usuarios como para dejar constancia de sus estancias. Una consecuencia es que los diferentes destinos turísticos han encontrado en su posicionamiento y atractivo en el espacio digital.
Un concepto clave es el de engagement de los usuarios. Este artículo examina la cuenta oficial de turismo de la ciudad de Valencia en Instagram, con 362 post durante el año 2022, las características de éstos —en función de una veintena de parámetros—- y evalúa su capacidad para generar reacciones de los usuarios en términos de like, comment y feedback obtenidos. A partir de ahí se discuten las implicaciones para la estrategia de promoción del atractivo turístico del destino.
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