La comunicación experiencial como estrategia creativa para promocionar los eventos turísticos españoles

  1. Victoria Martín Martín 1
  2. María Galmes Cerezo 1
  3. Marta Retamosa Ferreiro 2
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 Universidad de Castilla-La Mancha
    info

    Universidad de Castilla-La Mancha

    Ciudad Real, España

    ROR https://ror.org/05r78ng12

Revista:
Revista de Ciencias de la Comunicación e Información

ISSN: 2695-5016

Any de publicació: 2023

Volum: 28

Número: 1

Pàgines: 77-98

Tipus: Article

DOI: 10.35742/RCCI.2023.28.E283 DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Revista de Ciencias de la Comunicación e Información

Objectius de Desenvolupament Sostenible

Resum

The promotion of events is analyzed as an opportunity to generate significant experiences between customers and brands. The adequate promotion of tourist events has become an urgent challenge to attract tourists to the destination and focus the communication strategy from the experience. Methodology:We proceed to review the experiential communication strategies based on the content analysis of the description of each of the events held in Spain in 2021 and promoted on the official website of Tourism of Spain (Spain.info). Results: The main consequences determine that experiential communication is poor and creative strategies focused on experience are underdeveloped, despite the fact that tourists can live optimal experiences in events designed and organized for this purpose, the descriptions are not presented as invitations to live experiences attractive. Discussion:Given the above, it has been possible to identify factors associated with the events described as richer experiences when the experience is oriented to the educational and escapist dimension, or when it is directed to the sports segment. The Autonomous Communities with the most optimized experiential communications have been identified and the core values that are most frequently included in the richest descriptions of experiences have been deepened. Conclusions:In the end, we found that destination promoters should consider the Spain.info Agenda as a powerful tool to describe experiences that attract tourists to destination events, adding value to the brand.

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