Cómo citar este artículo / Referencia normalizada Abstracts [ES]Introducción. La comunicación turística ha evolucionado de una comunicación de masas controlada, destinada a la promoción asimétrica y unidireccional de los destinos turísticos reconocidos, a una nueva era de la información multimediática en la red. Esta investigación evalúa lo que conceptuamos como comunicación turística colaborativa 2.0 en los sitios web de promoción turística de los 22 organismos gubernamentales de Iberoamérica. Metodología. Se crean indicadores para un modelo propio de análisis cualitativo y cuantitativo de: herramientas utilizadas, accesibilidad, recursos digitales, generación de productos, espacios interactivos (principalmente redes generalistas) y creación de comunidades virtuales. Resultados y conclusiones. La Comunicación turística necesita ajustarse a una actitud colaborativa que implica comunicación bidireccional e interactiva en planos de igualdad por ambas partes. Los sitios web se consolidan como una plataforma indispensable para la promoción y la difusión turística pero los cambios en el comportamiento del turista 2.0, exigen que estas plataformas se adapten a sus necesidades, ofreciendo recursos y herramientas que dinamicen la oferta junto a espacios de interactividad que permitan su participación y el establecimiento de una asesoría directa en la red. evaluates what we have termed collaborative tourism communication 2.0 in the government tourism websites of 22 Latin American countries. Methods. The study is based on a purpose-created model of analysis that takes into account the website's tools, accessibility, digital resources, generation of products, interactive spaces (mainly social networks), and creation of virtual communities. Results and conclusions. Tourism communication needs to adopt a collaborative approach that involves a two-way and interactive communication model in which both parties have equal opportunities of participation. Websites have become consolidated as an essential platform for tourism promotion and advertising, but these platforms need to be adapted to the changing needs and behaviours of the tourist 2.0, through the use of resources and tools that make the tourism offer more attractive and through the creation spaces of interaction that allow users to participate and obtain direct advice on the web.
<h1>Abstract</h1><p>Big Data is a research technique based on the evaluation of large amounts of data collected by a company, which, when crossed, allow obtaining certain parameters that allow improving the internal and external management of a business. In Ecuador there is a rapid adoption of Big Data within the company, taking advantage of its potential to evaluate trends and new business opportunities, attract and retain consumers and improve sales. In the last three years there has been an exponential increase in data collection for analysis. In the case of communication, the marketing and advertising areas have been widely benefited by this technology, by allowing them to implement strategies adapted to the reality of the target audience with the possibility of being quickly evaluated to improve their effectiveness.</p><p>Through a non-probabilistic sampling, a sample of 14 companies was determined, based on the business ranking of Ekos magazine, and through a questionnaire their perceptions of the use of Big Data were collected to identify current trends in the country. It was concluded that, although it is still an incipient technology, it is being rapidly adopted for the development of better business and communication strategies.</p><h1>Palabras clave</h1><p>Big Data, Ecuador, comunicación organizacional, empresa, marketing, publicidad.</p><h1>Keywords</h1><p>Big Data, Ecuador, organizational communication, business, marketing, publicity.</p>
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