El poder de los intangibles en la comunicación del ecoturismoEl caso del Lobo
- José Ignacio Vega
- Pablo Garrido 1
- 1 Universidad Francisco de Vitoria (España)
ISSN: 0423-5037, 3020-6723
Year of publication: 2016
Issue: 210
Pages: 29-39
Type: Article
More publications in: Estudios Turísticos
Abstract
The present work offers a conceptual approach to the intangible values associated with the Iberian wolf. In turn, it exposes a definition of the geodestino concept and proposes a delimitation of some regions that conform the “Geodestino of the Iberian Wolf” in the Iberian Peninsula. On the other hand, it exposes the communicative needs of a new type of tourist, more informed, demanding new services. It shows that intangible assets related to the Wolf help innovation in ecotourism communication. Posing effective communication focused on combating negative topics and enhancing local identity. Finally an example of communication directed to the public is developed, focused on messages that emotionally connect with the audience.