Comunicación turística 2.0 en Ecuador. Análisis de las empresas públicas y privadas

Verónica  Altamirano Benitez; Isidro  Marín-Gutiérrez; Kruzkaya  Ordóñez González

doi:10.4185/RLCS-2018-1273

Authors

Verónica Altamirano Benitez Loja Private Technical University http://orcid.org/0000-0003-1238-1886
Isidro Marín-Gutiérrez Loja Private Technical University http://orcid.org/0000-0002-6858-0983
Kruzkaya Ordóñez González Loja Private Technical University http://orcid.org/0000-0002-2360-8188

DOI:

https://doi.org/10.4185/RLCS-2018-1273

Keywords:

Communication 2.0, Internet, tourism promotion, participation, interaction

Abstract

Tourism in Ecuador represents the third non-oil income for the economy and it is intended that in 2020 it will be the main source of foreign exchange; therefore, internal and external tourism promotion are essential to achieve these objectives. This research part of a study quantitative to determine the evolution of tourist communication 2.0 in Ecuador from the management of companies that offer tourism products and services. Objectives. The objective of this research is to identify and evaluate communication 2.0 in public and private companies in Ecuador. Method. The mixed, qualitative and quantitative methodology is used, for which the Communication Evaluation Model 2.0 is used, which quantifies the actions and interactions in social media and identifies the key performance indicators (KPI) to evaluate the variables of: presence, growth, activity, level of service, participation and Engagement. Conclusions. In Ecuador 2.0 tourism communication is incipient and the convergence towards social media is low.

Downloads

Download data is not yet available.

Author Biographies

Verónica Altamirano Benitez, Loja Private Technical University

PhD in Communication and Creative Industries with International Mention and Cum Laude from the Universidad Santiago de Compostela (Spain), Master in Communication and Creative Industries from the Santiago de Compostela University, Diploma in Organizational Communication, Communication for Development and Bachelor's Degree in Social Communication from the Universidad Técnica Particular de Loja (Ecuador).

Responsible for the Organizational Communication Section of the Department of Communication Sciences of the UTPL, member of the UtPL Quality Team, co-author of international books, articles in scientific journals, and dissemination. It is part of the research group Communication and Digital Culture. His publications include topics related to Organizational Communication, Tourism Communication, Communication 2.0 and Digital Communication.

Isidro Marín-Gutiérrez, Loja Private Technical University

Lecturer In the Department of Communication Sciences of the Private Technical University of Loja (UTPL). Associate Professor of the Department of Sociology and Social Work at the University of Huelva (Spain) (2003-2013). Professor Tutor with Venia Docendi at the UnED Associate Center in Huelva (Spain) (2006-2013). He is a professor at the International Master's Degree in Communication and Audiovisual Education (UNIA/UHU) (2011-2013).

PhD in Social Anthropology from the University of Granada (Spain) and a degree in Political Science and Sociology, in the branch of Sociology from the University of Granada (Spain).

Director of the Research Group of the UTPL DocumentaUTPL. Member of the Technical Council of the Comunicar Group, a veteran collective in Spain in "Media Literacy", and proofreader of the Ibero-American scientific journal of communication and education "Comunicar" (indexed in JCR, Scopus, ERIH or RECYT), which is distributed internationally in bilingual edition.

He is a collaborator of the "Agora" Research Group within the Andalusian Research Plan and a member of the Research Group E6. He has been a member in 24 research projects both national (R&D&I of the National Plan of the Ministry of Education) and international research projects. He is currently a member of the project "Compulsory teaching before competition in audiovisual communication in a digital environment" (2011-2015) and the Project of Excellence "Alfamed: The Audiovisual Competence of Andalusian Citizenship. Media literacy strategies in the digital leisure society" (2010-2015). He is director of the research project on "ancestral substances in Ecuador" funded by UTPL and CONSEP. It participates in multiple training and research activities in the field of didactic use of the media.

He has published 40 articles in scientific journals, 23 books and 29 book chapters. Among his many publications and research the latter are "Empirical study of a sequence of access to Internet use in Ecuador" (Telematics and Informatics, 2017) or "The Relativity of Sociodemographicism Determin on the Digital Divide in High School Students in Ecuador" (International Journal of Communication, 2017).

Kruzkaya Ordóñez González, Loja Private Technical University

Master's Degree in Communication and Creative Industries. PhD from the University of Santiago de Compostela-Spain. Professor of the Department of Sciences of Communication Private Technical University of Loja, departmental section Audiovisual Narratives. Lines of research: identity, proximity, audiovisual media, digital communication, scientific dissemination. Director and producer of scientific research documentaries. Participation in the Network of Audiovisual Narratives and Thematic Network of Applications and Interactive Television Usability in Latin America REDAUTI. Participation in projects with institutional and external funding.

References

Alonso Berrocal, J., García Figuerola, C. y Zazo Rodríguez, Á. (2006). “Mejoras en la recuperación de información en la Web mediante el tratamiento de la información de los enlaces”. Scire: Representación y organización del conocimiento, 12 (1), 197-209. http://www.ibersid.eu/ojs/index.php/scire/article/view/1595 DOI: https://doi.org/10.54886/scire.v12i1.1595

Alonso González, C. M. (2008). "La estrategia creativa en la publicidad turística. El caso de Castilla y León". Revista Latina de Comunicación Social, 63, 43-62. http://www.revistalatinacs.org/_2008/05/Carmen_Maria_Alonso.html DOI: https://doi.org/10.4185/RLCS-2008-753-043-062

Ayestarán, R., Rangel, C. y Ana, S. (2012). Planificación estratégica y gestión de la publicidad. Conectando con el consumidor. Madrid: ESIC Editorial.

Bernal Torres, C. (2006): Metodología de la Investigación. Para administración, economía, humanidades y ciencias sociales. México DF: Pearson Educación.

Cascales García, G., Fuentes Moraleda, L. y De Esteban Curiel, J. (2017). “La interacción de los hoteles con las redes sociales: un análisis de los hoteles de cuatro estrellas de la Comunidad de Madrid (España)”. Cuadernos de Turismo, 39, 131-148. http://dx.doi.org/10.6018/turismo.39.290471 DOI: https://doi.org/10.6018/turismo.39.290471

Celaya, J. (2009). La Empresa en la web 2.0. Barcelona: Gestión 2000.

Decreto Ejecutivo 1186, de 9 de enero de 2008, Reglamento General a la Ley de Turismo. Quito, 9 de enero de 2008.

Domínguez Vila, T. y Araújo Vila, N. (2012). “El fenómeno 2.0 en el sector turístico. El caso de Madrid 2.0”. Revista Pasos, 10(3), 225-237. http://www.pasosonline.org/Publicados/10312/PASOS29.pdf#page=9 DOI: https://doi.org/10.25145/j.pasos.2012.10.031

Estévez Monzo, E. (2002). “Noticias y publicidad en los comienzos del turismo en Canarias: el ‘Diario de Tenerife’ de 1887”. Revista Latina de Comunicación Social, 46. https://dialnet.unirioja.es/servlet/articulo?codigo=961882 DOI: https://doi.org/10.4185/RLCS-2002/09

Fanpage Karma. (2015). Ayuda. http://www.fanpagekarma.com/help

Interactive Advertising Bureau. (2009). Cuaderno de Comunicación Interactiva. El Libro Blanco. La Comunicación en Medios Sociales, 8. https://www.formacion.andaluciaesdigital.es/c/document_library/get_file?uuid=bd666921-bf0d-4828-b4db-df4129aff741&groupId=20195

Fernández-Cavia, J., Rovira, C., Díaz-Luque, P. & Cavaller, V. (2014). “Web Quality Index (WQI) for official tourist destination websites. Proposal for an assessment system”. Tourism Management Perspectives, 9, 5-13. https://doi.org/10.1016/j.tmp.2013.10.003 DOI: https://doi.org/10.1016/j.tmp.2013.10.003

Interactive Advertising Bureau Spain. (2016). IV Estudio de la actividad de las Marcas en Medios Sociales. España. https://es.slideshare.net/IAB_Spain/estudio-de-la-actividad-de-las-marcas-en-medios-sociales

Internet República. (2012). Los supermercados en Social Media y buscadores. Madrid. http://internetrepublica.com/estudio-supermercados-social-media-buscadores-marzo-2012/

Míguez-González, M. I. & Fernández-Cavia, J. (2015). “Tourism and online communication: interactivity and social web in official destination websites”. Communication & Society, 28(4), 17-31. https://dx.doi.org/10.15581/003.28.4.17-31 DOI: https://doi.org/10.15581/003.28.4.17-31

Ministerio De Turismo Del Ecuador. (2007). Informe Final PLANDETUR 2020. Quito. Recuperado de http://www.turismo.gob.ec/wp-content/uploads/downloads/2013/02/PLANDETUR-2020.pdf

Ministerio De Turismo Del Ecuador. (2008). Plan estratégico de desarrollo de turismo sostenible para Ecuador "Plandetur 2020". Quito. Recuperado de https://jorgepaguay.files.wordpress.com/2012/03/plandetur.pdf

Ministerio De Turismo Del Ecuador. (2015a). Invest Ecuador Tourism. Quito. Recuperado de http://investecuadortourism.com/turismo-sector-en-crecimiento/un-pais-megadiverso/

Ministerio De Turismo Del Ecuador. (2015b). Proyecto Ecuador Potencia Turística. Quito, Ecuador. Recuperado de http://www.turismo.gob.ec/wp-content/uploads/2015/04/proyecto_plandetur_2011_2014VERSION2.pdf

Ministerio De Turismo Del Ecuador. (2015c). Proyecto PLANDETUR. Quito. Recuperado https://www.turismo.gob.ec/wp-content/uploads/2015/04/proyecto_plandetur_2011_2014VERSION2.pdf

Morgan, N., Pritchard, A. & Pride, R. (2007). Destination branding: Creating the Unique Destination Proposition. Oxford: Routledge. DOI: https://doi.org/10.4324/9780080477206

Piñeiro-Naval, V., Serra, P. & Mangana, R. (2017). “Desarrollo local y turismo. El impacto socioeconómico de la comunicación digital en Portugal”. Revista Latina de Comunicación Social, 72, 1515-1535. http://www.revistalatinacs.org/072paper/1232/82es.html DOI: https://doi.org/10.4185/RLCS-2017-1232

Ros, V. (2008). e-Branding. Posiciona tu marca en la red. La Coruña: Netbiblo.

Sandoval, C. (15 de abril de 2015). “Facebook es la red social más utilizada en el Ecuador y no tiene competencia”. El Comercio. http://www.elcomercio.com/tendencias/facebook-redessociales-ecuador-inec-usuarios.html

Secretaría Nacional De Planificación y Desarrollo De Ecuador. (SENPLADES) (2013). Plan Nacional del Buen Vivir 2013 – 2017. Quito, Ecuador. Recuperado de http://www.buenvivir.gob.ec/agendas-zonales

SocialBakers. (2015). Informe de Marketing Social de Ecuador. https://www.socialbakers.com/resources/reports/ecuador/2015/december/?cookieBar=show%3Fautoplay%3Dtrue

Tanti, A. y Buhalis, D. (2017). “The influences and consequences of being digitally connected and/or disconnected to travellers”. Information Technology & Tourism.17(1), 121-141. https://doi.org/10.1007/s40558-017-0081-8. DOI: https://doi.org/10.1007/s40558-017-0081-8

Túñez López, M., Sixto García, J. y Guevara Castillo, M. (2011). “Redes sociales y marketing viral: repercusión e incidencia en la construcción de la agenda mediática”. Palabra Clave, 14(1), 53-65. https://dx.doi.org/10.5294/pacla.2011.14.1. DOI: https://doi.org/10.5294/pacla.2011.14.1.3

Túñez-López, M., Altamirano, V. & Valarezo, K. P. (2016). Comunicación turística colaborativa 2.0: promoción, difusión e interactividad en las webs gubernamentales de Iberoamérica. Revista Latina de Comunicación Social, 71, 249-271. https://dx.doi.org/10.4185/RLCS-2016-1094 DOI: https://doi.org/10.4185/RLCS-2016-1094

Valerio, G., Herrera, N., Herrera, D. y Rodríguez M. (2014): “En Facebook el tamaño sí importa. Engagement y el impacto de la longitud del mensaje en las fanpages de las universidades mexicanas”. Revista Digital Universitaria, 15 (2). http://www.revista.unam.mx/vol.15/num2/art12/

Vilaseca Requena, J., Torrent Sellens, J. y Lladós Masllorens, J. (2007). “Tecnologías de la información y comunicación, innovación y actividad turística: hacia la empresa en red”. Cuadernos de Turismo, 19, 217-240. http://revistas.um.es/turismo/article/view/13741

Villalba Trujillo, R., Martínez Caro, L. & Martínez, S. M. (2014). “Análisis regional de las empresas turísticas on-line en España”. Cuadernos de Turismo, 34, 335-349. http://revistas.um.es/turismo/article/view/203181