Comunicación digital y ciudad: Análisis de las páginas web de las ciudades más visitadas en el mundo en la era de la Covid-19
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https://doi.org/10.4185/RLCS-2023-1845Palabras clave:
ciudades más visitadas, comunicación de la ciudad, websites, cibermedios, turismo, Covid-19, comunicación digitalResumen
Hoy en día, las ciudades compiten por convertirse en la elección de la comunidad mundial en materia de inversiones, comercio, turismo y asociaciones. En este contexto, la redefinición de su estrategia de comunicación, especialmente a nivel digital, se ha convertido en un reto urgente. Por otro lado, la Covid-19 ha impactado directamente en todas las facetas de la vida y, particularmente, en el mundo de los viajes y el turismo, se ha transformado en una crisis de comunicación para las ciudades. Basados en esto, el presente trabajo, utilizando una metodología ya probada en sitios web de diferentes áreas temáticas, presenta una investigación descriptiva, explicativa y exploratoria de los sitios web de las 26 ciudades más visitadas del mundo. Concibiendo los sitios web como el centro neurálgico de la estrategia de comunicación de las ciudades, el estudio ha aplicado una herramienta de análisis basada en seis variables (usabilidad, interactividad, información ofrecida, tipología y actualización de contenidos, redes sociales y contenidos transmedia, y accesibilidad) y organizada en torno a 75 categorías temáticas. Esto permitió profundizar, entre otros temas, en cómo se muestra la ciudad a través de sus canales digitales, qué cuenta y cómo lo cuenta y, de forma muy relevante, cómo las ciudades han abordado la información relacionada con la Covid-19 en sus webs. La investigación destaca, entre otros aspectos, una tendencia a la mediatización de los procesos siguiendo rutinas propias de los cibermedios, advirtiendo de la necesidad de incrementar el papel de las webs como espacios informativos sobre la Covid-19.
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Derechos de autor 2022 Laura Cervi, Santiago Tejedor Calvo, Kelly Robledo-Dioses
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