Covid-19, un mito en la comunicación turística. Análisis de los contenidos generados por influenciadores turísticos 2.0 sobre la pandemia y en los destinos

  1. Barrientos-Báez, Almudena 1
  2. Martínez-Sala, Alba-María 2
  3. Altamirano-Benítez, Verónica 3
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

  3. 3 Universidad Técnica Particular de Loja
    info

    Universidad Técnica Particular de Loja

    Loja, Ecuador

    ROR https://ror.org/04dvbth24

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Revista:
Palabra Clave

ISSN: 2027-534X,  0122-8285

Any de publicació: 2022

Títol de l'exemplar: The Impact of COVID-19 on Communication. Analysis and Retrospective of the Effects of the Pandemic on the Media Ecosystem; e2511

Volum: 25

Número: 1

Tipus: Article

DOI: 10.5294/PACLA.2022.25.1.8 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: Palabra Clave

Resum

O modelo web 2.0 oferece enorme potencial de comunicação para informar e educar em situações de crise extrema, como a derivada do covid-19. Por esse motivo, o objetivo principal deste artigo é analisar se as organizações de marketing de destino (OMDs) e os influenciadores do turismo 2.0 têm utilizado seus canais para informar e educar sobre a covid-19, bem como o nível de influência desse conteúdo sobre os usuários. Para o desenvolvimento do protocolo de pesquisa, uma metodologia quantitativa e qualitativa é implementada, e dois períodos de tempo delimitados pelos efeitos da covid-19 (confinamento e descalonamento) são avaliados. A pesquisa é realizada no Instagram e a amostra corresponde às OMDs turísticas e influenciadores 2.0 com maior impacto entre os millennials. Os resultados mostram que a covid-19 não tem sido uma prioridade nem para as OMDs nem para os influenciadores, uma vez que publicações a esse respeito têm pouca presença em comparação com aquelas que promovem produtos e serviços turísticos. Da mesma forma, com relação ao engajamento, essas publicações não são as que atingem índices mais elevados, evidenciando a mesma despreocupação por parte dos adeptos. Consequentemente, conclui-se que há pouco interesse pela saúde como uma nova dimensão da sustentabilidade do ponto de vista das OMDs e dos influenciadores, embora a saúde, como nova dimensão da sustentabilidade turística, esteja ajustada às preferências dos influenciadores e as da OMDs.

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