Impacto de los vlogs de viajes sobre la elección de un destino turístico
DOI:
https://doi.org/10.51302/marketing.2024.19399Palabras clave:
digitalización, redes sociales, sector turístico, videoblog, marketing, decisión de viaje, vloggerResumen
El avance de la digitalización y los cambios que esta ha generado en las necesidades de los consumidores, tanto en la forma de comunicarse como en la de absorber la información, han conformado una nueva realidad a la que prácticamente todos los sectores económicos han tenido que adaptarse. En el sector turístico, por ejemplo, se utilizan los vlogs de viajes como una herramienta de comunicación de gran efectividad. El objetivo principal de este estudio es determinar en qué medida influye el contenido sobre viajes que se promociona a través de las redes sociales sobre la decisión final de destino de los usuarios. Otros objetivos son el análisis del nivel de confianza que los usuarios depositan en los vloggers como fuentes de información, y conocer las posibles consecuencias de la visualización generalizada de este tipo de contenidos, como, por ejemplo, una potencial masificación de destinos turísticos concretos. Metodológicamente se ha empleado una combinación de análisis estadístico descriptivo e inferencial, a partir de los datos de una encuesta realizada en Cataluña, y análisis cualitativo de los resultados de varias entrevistas en profundidad a profesionales del sector y a creadores de contenido. Los resultados de la investigación muestran que los participantes en el estudio otorgan un alto nivel de utilidad a los vlogs de viajes como fuente de información turística y que, consecuentemente, la probabilidad de reservar un viaje después del visionado de un vlog es bastante elevada. Se concluye que los vlogs de viajes son considerados una eficiente herramienta informativa para la toma de decisiones de los usuarios de las redes sociales sobre sus destinos turísticos, tendencia que se incrementará en el futuro.
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Derechos de autor 2024 Óscar Gutiérrez-Aragón, Ariadna Gassiot-Melian, Thea Louise Bauyon-Esguerran, Katarzyna-Aleksandra Dlugosz
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