Use of social networks in tourism promotion
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Mar 8, 2023
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Abstract
Introduction. It is relevant to discuss that tourism promotion can be carried out both in the physical and virtual environment, where it is possible to reach a larger audience by transcending physical barriers such as distance. Due to confinement and the change in learning modality from face-to-face to virtual, the virtual technological tool Instagram was used to publicize the tourist sites of Ecuador. Target. This research aims to describe how the use of social networks allows the tourist promotion of destinations. The content published on this network was developed by students as a voluntary supplement where students could share tourist information. Methodology. To analyze the impact of the tourist content generated on the platform, the PRGS model proposed by IAB Spain Research was applied, which is based on the 4 variables presence, response, generation and suggestion, the last three united in a single variable called engagement. Results. There are 289 tourist publications. 77% are national tourists and 23% international. The scope is 3702 users. Conclusion. Consequently, it was possible to understand that social networks have the potential to be a space for complementary practice for the student and, in turn, as a space for tourism promotion.
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Monge Martínez , J. G., Monge Martínez, G. E., Vaca Vaca, C. I., & Guerrero Ochoa, F. I. (2023). Use of social networks in tourism promotion. ConcienciaDigital, 6(1.4), 350-368. https://doi.org/10.33262/concienciadigital.v6i1.4.2002
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References
Referencias bibliográficas
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Gómez, M., Roses, S. & Farias, P. (2012). The Academic Use of Social Networks among University Students. Comunicar, 19(38), 131–138. https://doi.org/10.3916/c38-2012-03-04
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Maggiolini, L. (2013). Estrategias de motivación en una era digital: Teléfonos móviles y Facebook en el aula Motivational Strategies in a Digital Age: Phones and Facebook in a classroom, (24), 83–98.
Manap, K. (2013). The role of User generated Content (UGC) in social media for Tourism Sector. The 2013 WEI International Academic Conference Proceedings, Istanbul-Turkey
Mazman, S. G. & Usluel, Y. K. (2010). Modeling educational usage of Facebook. Computers & Education, 55(2), 444–453. https://doi.org/10.1016/j.compedu.2010.02.008
Mansoor, I. (2021, 12 November). Instagram Revenue and Usage Statistics (2021). Business of Apps. https://www.businessofapps.com/data/instagram-statistics/
Moreno, M. (2018). La enciclopedia del community manager. Barcelona: Deusto. https://www.planetadelibros.com/libros_contenido_extra/38/37723_La_enciclopedia_del_Community_Manager.pdf.
Newberry, C. (2021, 3 febrero). 44 Instagram Statistics That Matter to Marketers in 2021. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/instagram-statistics/
Salazar. J., Moge, J. & Armas, S. (2020). Análisis de los profesionales de turismo y hotelería de la Universidad Técnica de Ambato en el uso de las tecnologías de la información. Kalpana- Revista de Investigación, 19, 7-20.
Schroeder, A., Minocha, S. & Schneider, C. (2010). The strengths, weaknesses, opportunities and threats of using social software in higher and further education teaching and learning. Journal of Computer Assisted Learning, 26(3), 159–174. https://doi.org/10.1111/j.1365-2729.2010.00347.x
Sinha, M., Agarwal, V. & Gupta, L. (2020). Human touch in digital education—a solution. Clinical Rheumatology, 39(12), 3897–3898. https://doi.org/10.1007/s10067-020-05448-y
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Vaca Vaca, C. I. & Monge Martínez, J. G. (2020). El Ecoturismo y los factores de influencia en la experiencia turística durante excursiones en áreas naturales: Laguna del Quilotoa. ConcienciaDigital, 3(3.2), 47–59. https://doi.org/10.33262/concienciadigital.v3i3.2.1407
Wegerer, P. & Volo, S. (2021). Visual Content Analysis of Instagram posts: The case of an Alpine destination. Travel and Tourism Research Association: Advancing Tourism Research Globally. 50. https://scholarworks.umass.edu/ttra/2021/research_papers/50
Zimba, O. & Gasparyan, A. Y. (2021). Social media platforms: a primer for researchers. Reumatologia/Rheumatology, 59(2), 68–72. https://doi.org/10.5114/reum.2021.102707
Abuín, N. (2009). Las redes sociales como herramienta educativa en el ámbito universitario. Relada (Revista Electrónica de ADA) 3 (3): 199–205. http://polired.upm.es/index.php/relada/article/viewFile/78/78.
Anuar, F., Zaid, A., Zabidi, I. & Kamal, S. (2021). Young Tourists’ Trust in Instagram Travel Influencers and their Intention to Visit Travel Destinations. International Journal of Academic Research in Business and Social Sciences, 11(16). https://doi.org/10.6007/ijarbss/v11-i16/11236
Appel, G., Grewal, L., Hadi, R. & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Aunión, J. (2009). La era del profesor desorientado. El país. https://webs.um.es/rhervas/miwiki/lib/exe/fetch.php?media=la_era_del_profesor_desorientado_elpais.com.pdf
Aydin, S. (2012). A review of research on Facebook as an educational environment. Educational Technology Research and Development, 60(6), 1093–1106. https://doi.org/10.1007/s11423-012-9260-7
Caerols, R., Tapia, A. & Carretero, A. (2013). Instagram, la imagen como soporte de discurso comunicativo participado. Vivat Academia, 0(124), 68. https://doi.org/10.15178/va.2013.124.68-78
Cerdà, F. & Planas, N. (2011). Facebook’s Potential for Collaborative e-Learning. RUSC. Universities and Knowledge Society Journal, 8(2), 31. https://doi.org/10.7238/rusc.v8i2.963
Cuesta, M., Eklund, M., Rydin, I. & Witt, A. K. (2015). Using Facebook as a co-learning community in higher education. Learning, Media and Technology, 41(1), 55–72. https://doi.org/10.1080/17439884.2015.1064952
Espuny Vidal, C., González Martínez, J., Lleixà Fortuño, M. & Gisbert Cervera, M. (2011). University Students’ Attitudes Towards and Expectations of the Educational Use of Social Networks. RUSC. Universities and Knowledge Society Journal, 8(1). https://doi.org/10.7238/rusc.v8i1.839
Fernández, T. (2014). Aprendizaje colaborativo y uso de las redes sociales en educación primaria. Didáctica. Lengua y Literatura, 25(0). https://doi.org/10.5209/rev_dida.2013.v25.42240
Figuereo-Benítez, J. C., González, F. & Machin, J. D. (2021). Instagram como objeto de estudio en investigaciones recientes. Una revisión de literatura con enfoque en revistas científicas. Ámbitos. Revista Internacional de Comunicación, 53, 9–23. https://doi.org/10.12795/ambitos.2021.i53.01
Garrigós, I., Mazón, J.-N., Saquete, E., Puchol, M. & Moreda, P. (2010). La Influencia de las redes sociales en el aprendizaje colaborativo. XVI Jornadas de Enseñanza Universitaria de La Informática, 531–534.
Gómez, M., Roses, S. & Farias, P. (2012). The Academic Use of Social Networks among University Students. Comunicar, 19(38), 131–138. https://doi.org/10.3916/c38-2012-03-04
Góngora, G. & Lavilla, D. (2020). La importancia de la construcción de marca en Instagram para las empresas periodísticas. Estudios multidisciplinarios en comunicación audiovisual, interactividad y marca en la red, 129–38. https://hdl.handle.net/11441/95647.
Granberg, L. (2019). "The role of instagram in choosing a travel destination". Studentthesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-76377.
Hanan, H. & Putit, N. (2013). Express marketing of tourism destinations using Instagram in social media networking. Hospitality and Tourism, 471–474. https://doi.org/10.1201/b16064-93
Iglesias, M. & González, C. (2013). El uso de Facebook como herramienta para la interacción en el proceso de enseñanza-aprendizaje. XI Jornadas de Redes de Investigación En Docencia Universitaria 2013, 12(Language), 1–10. Retrieved from http://m.web.ua.es/es/ice/jornadas-redes/documentos/2013-comunicaciones-orales/335221.pdf
INEC. (2014). Compendio de Resultados Encuesta de Vida, sexta ronda 2015. Inec, 197. https://doi.org/10.1007/s13398-014-0173-7.2
INEC. (2016). Tecnologías de la Información y Comunicaciones ( TIC ´ S ) 2016.
Instagram. (2021). Instagram [#viajar]. https://www.instagram.com/explore/tags/viajar/
Jang, J. Y., Han, K., Shih, P. C. & Lee, D. (2015). Generation Like. Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems. https://doi.org/10.1145/2702123.2702555
Kumar, V. (2020). Yonder Glimpses: Role of Instagram in creating tourism branding. Mukt Shabd Journal, IX(IV), 2500–2512. http://shabdbooks.com/gallery/254-april2020.pdf
Leung, D., Law, R., van Hoof, H. & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. Journal of Travel & Tourism Marketing, 30(1–2), 3–22. https://doi.org/10.1080/10548408.2013.750919
Maggiolini, L. (2013). Estrategias de motivación en una era digital: Teléfonos móviles y Facebook en el aula Motivational Strategies in a Digital Age: Phones and Facebook in a classroom, (24), 83–98.
Manap, K. (2013). The role of User generated Content (UGC) in social media for Tourism Sector. The 2013 WEI International Academic Conference Proceedings, Istanbul-Turkey
Mazman, S. G. & Usluel, Y. K. (2010). Modeling educational usage of Facebook. Computers & Education, 55(2), 444–453. https://doi.org/10.1016/j.compedu.2010.02.008
Mansoor, I. (2021, 12 November). Instagram Revenue and Usage Statistics (2021). Business of Apps. https://www.businessofapps.com/data/instagram-statistics/
Moreno, M. (2018). La enciclopedia del community manager. Barcelona: Deusto. https://www.planetadelibros.com/libros_contenido_extra/38/37723_La_enciclopedia_del_Community_Manager.pdf.
Newberry, C. (2021, 3 febrero). 44 Instagram Statistics That Matter to Marketers in 2021. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/instagram-statistics/
Salazar. J., Moge, J. & Armas, S. (2020). Análisis de los profesionales de turismo y hotelería de la Universidad Técnica de Ambato en el uso de las tecnologías de la información. Kalpana- Revista de Investigación, 19, 7-20.
Schroeder, A., Minocha, S. & Schneider, C. (2010). The strengths, weaknesses, opportunities and threats of using social software in higher and further education teaching and learning. Journal of Computer Assisted Learning, 26(3), 159–174. https://doi.org/10.1111/j.1365-2729.2010.00347.x
Sinha, M., Agarwal, V. & Gupta, L. (2020). Human touch in digital education—a solution. Clinical Rheumatology, 39(12), 3897–3898. https://doi.org/10.1007/s10067-020-05448-y
The Cocktail Analysis. (2016, 18 diciembre). VIII Ola del Observatorio de Redes Sociales. InformeTICfacil.com. https://www.informeticplus.com/viii-ola-del-observatorio-de-redes-sociales-the-cocktail-analysis-y-arena
Tuckman, B. (2012, 6 junio). How Photography and Online Video Influence Customer Purchasing Behavior. MarketingProfs. https://www.marketingprofs.com/articles/2012/8088/how-photography-and-online-video-influence-customer-purchasing-behavior
Vaca Vaca, C. I. & Monge Martínez, J. G. (2020). El Ecoturismo y los factores de influencia en la experiencia turística durante excursiones en áreas naturales: Laguna del Quilotoa. ConcienciaDigital, 3(3.2), 47–59. https://doi.org/10.33262/concienciadigital.v3i3.2.1407
Wegerer, P. & Volo, S. (2021). Visual Content Analysis of Instagram posts: The case of an Alpine destination. Travel and Tourism Research Association: Advancing Tourism Research Globally. 50. https://scholarworks.umass.edu/ttra/2021/research_papers/50
Zimba, O. & Gasparyan, A. Y. (2021). Social media platforms: a primer for researchers. Reumatologia/Rheumatology, 59(2), 68–72. https://doi.org/10.5114/reum.2021.102707