¿Cómo de slow es tu mensaje?: Efecto en la comunicación turística en redes sociales
DOI:
https://doi.org/10.17561/ree.n2.2024.8717Palabras clave:
marketing turístico, turismo slow, intención de visita, actitud hacia el post, desaceleración del consumidorResumen
El rápido crecimiento turístico de las últimas décadas ha dado lugar a la masificación de muchos destinos generando una gran controversia sobre esta forma masiva de hacer turismo y sus efectos sobre la sociedad y/o el medioambiente. Como respuesta, están apareciendo nuevas tendencias, como el turismo slow, más alineadas con la sostenibilidad, la desaceleración del ritmo del viaje o la conexión con el destino y consigo mismo. El presente estudio examina en qué medida la orientación turística de un mensaje en redes sociales influye en el comportamiento del consumidor en términos de actitud hacia el post e intención de visita. Para ello, se lleva a cabo un diseño experimental de un factor, la orientación turística del mensaje (slow/lento versus mass/de masas). Los resultados muestran que el mensaje con una orientación slow genera una mayor intención de visita que el mensaje con una orientación de masas. Además, la actitud hacia el post media esta relación. El presente estudio ofrece importantes implicaciones al resaltar cómo la inclusión de características slow en un mensaje turístico en redes sociales mejora la actitud hacia el post y contribuye a generar una mayor intención de visita.
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Derechos de autor 2024 Sara Herrada Lores, Andrea Morales-Muñoz, Antonia Estrella-Ramón, Mª Ángeles Iniesta-Bonillo
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