Recibido 28 de mayo de 2013 Aceptado: 21 de octubre de 2013
ResumenEste artículo examina las acciones que realizan las oficinas nacionales de turismo en el extranjero, para lograr uno de sus objetivos de comunicación principales: fomentar el interés en el destino turístico a tra vés de una presencia positiva en los medios. Con este fin, fueron conducidas entrevistas cualitativas a di rectivos y responsables de comunicación de cinco oficinas de destinos turísticos establecidas en España. Los resultados obtenidos apoyan otros estudios que sugieren el papel fundamental de la publicity en la comunicación de las marcas de destinos turísticos. Asimismo, evidencian que la práctica de estas ofici nas transcurre en una adaptación constante a su entorno sociopolítico, económico y tecnológico, y se ve impactada por el desarrollo de nuevos medios basados en Internet. Palabras clave: Destination branding, medios de comunicación, periodismo de turismo y de viajes, pu blicity.
Media and destination brands: the work of the foreign offices of tourism in SpainAbstract This paper examines the activities of the national tourism offices abroad, oriented to achieve one of its main communication objectives: to increase the public interest on the destination through a positive pres ence in the media. Qualitative interviews were conducted with managers and public relations managers of five tourist destinations offices established in Spain. The results support other studies that suggest that publicity has an important role in the communication mix of such organizations. Also, it shows that the practice of these offices is continuously adapting to their sociopolitical, economic and technological en vironment and is affected by the development of new media based on Internet.
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