Information and Communication Technology (ICT) tools are perfect for developing tourism. Several countries are making an effort to become smart and sustainable tourist destinations, making it easier for tourists to interact with their environment while at the same time improving the quality of life for local people. There are many studies of this process and the benefits it brings, although most of them approach the subject from a western traveler's point of view. This article aims to study the benefits of being a smart and Muslim-friendly tourist destination. An exploratory study was therefore carried out, including a bibliographical review of over one hundred secondary sources. We analyze the Muslim-friendly online services provided by nine destinations, and one of our principal conclusions is that these online services are of the greatest importance for a destination to be truly Muslim-friendly. We also conclude that such services allow companies to design tailored proposals and promote them through digital channels aimed at Muslim people.
El principal objetivo de esta investigación, es analizar el panorama que se deriva del masivo uso de las nuevas tecnologías, en especial las redes sociales, entre los segmentos más jóvenes de la población musulmana. Se analizan, por una parte, en qué medida las empresas diseñan campañas de comunicación específicas para el segmento musulmán, actuando sobre su disposición de compra, lo que supone una gran oportunidad para las empresas. Por otro lado, se investigan los peligros que surgen en este entorno. Entre los principales hallazgos de este trabajo, destaca el hecho de que los adolescentes estén muy conectados en la red, lo que abre las puertas a las empresas a dirigir sus campañas publicitarias para atraerles hacia sus productos. En este sentido, se encuentran las empresas que, en la actualidad, hacen campaña Muslim friendly a través de la red, en su intento de conquistar al segmento musulmán. Las empresas usan su propio lenguaje, y se adaptan a sus necesidades y gustos particulares. Por contra, este método de comunicación vía red es permeable, ya que está sujeto a ser franqueado por multitud de peligros en forma de pederastas, acosadores islamofóbicos y radicales, que son capaces de aprovechar la vulnerabilidad de los adolescentes. Por esta razón, numerosas investigaciones y campañas de concienciación han ido mostrando la importancia del control parental sobre lo que puede denominarse el «chupete» de niños y adolescentes. Asimismo, se muestra la necesidad de que los padres adquirieran conocimientos sobre las nuevas tecnologías, y poder así supervisar las actividades de sus hijos. En el caso de las familias musulmanas que viven en España, el problema del idioma, la escasa preparación académica y la ausencia de una red social y familiar cercana, hace que la brecha sea todavía mayor.The main aim of this research is to analyse the panorama that derives from the massive use of new technologies, especially social networks, among the youngest Muslim population´s segments. On the one hand, it is analysed the extent to which companies design specific communication campaigns for the Muslim segment, acting on their purchasing disposition, which is a great opportunity for companies. On the other hand, the dangers that arise in this environment are researched. Among the main findings of this work, highlights the fact that adolescents are very connected in the social networks, which opens the doors to companies to manage their advertising campaigns to attract them to their products. In this sense, there are companies that, at present, are campaigning Muslim friendly through the network, in their attempt to conquer the Muslim segment. Companies use their own language, and adapt to their needs and particular tastes. On the other hand, this method of communication via internet is permeable, since it is subject to be crossed by a multitude of dangers in the form of paedophiles, islamophobia and radical stalkers, who are able to take advantage of the adolescents' vulnerability.
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