Nuevos enfoques de comunicación en las redes sociales de balnearios: un análisis de sentimiento de los comentarios

Autores/as

DOI:

https://doi.org/10.17561/ree.n2.2024.8808

Palabras clave:

comunicación estratégica, termalismo, análisis de sentimiento, redes sociales

Resumen

Este artículo reflexiona sobre el uso de las redes sociales para comunicar el termalismo con vistas a despertar la curiosidad por esta actividad. A través de la comunicación estratégica se enfatiza tanto en el medio (redes sociales) como en el objetivo (engagement con los usuarios). Con el objetivo de investigar y desarrollar estrategias de comunicación en redes sociales que puedan ser utilizadas por los balnearios para aumentar el engagement de sus seguidores, este estudio analiza los comentarios en redes sociales y las oportunidades que pueden surgir de cara al futuro de la comunicación. Los resultados provienen del análisis de las redes sociales de las Termas de Chaves y Termas de São Pedro do Sul en Portugal, revelando que las personas están cada vez más motivadas por experimentar servicios y productos termales. Se utilizó inteligencia artificial para identificar los sentimientos en los comentarios, lo que proporcionó resultados relevantes para desarrollar un modelo capaz de maximizar los beneficios del termalismo y minimizar los problemas de comunicación con sus públicos. Este modelo da soporte a una pluralidad de estrategias de comunicación digital, con características y objetivos diferentes, pero que cumplen un propósito colectivo: difundir información sobre el termalismo para construir un conocimiento sólido sobre el mismo. Este estudio pone de manifiesto la necesidad de seguir investigando sobre el termalismo, con especial atención a la comunicación.

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Biografía del autor/a

  • Vera Antunes, Universidade da Beira Interior

    Vera Antunes PhD student in Communication Sciences at the University of Beira Interior (UBI), Covilhã, Portugal, with the work plan entitled "The Importance of Strategic Communication in the Projection of Portugal as a Thermal Tourism Destination", funded by the FCT. She is researcher in LabCom and member of different associations in communication SOPCOM, ECREA and IAMCR. She received a Merit Award with the best final classification of the Masters in Marketing at UBI. She won the Best Poster at the 5th International Conference on Tourism Research. She develops research in thermal tourism and strategic communication. She has published her results in prestigious scientific journals and presented in national and international conferences.

  • Gisela Gonçalves, Universidade da Beira Interior

    Gisela Gonçalves holds a PhD in Communication Sciences. She is Associate Professor at the University of Beira Interior and coordinator of the Media and Communication research group of LabCom - Communication and Arts research centre. Vice-president of the Faculty of Arts and coordinator of the Master in Strategic Communication. She has published 2 books and edited 10 collective volumes, supervised 4 PhD theses and 29 Master dissertations. Former chair of the ECREA Strategic and Organizational Communication Section. Her research interests concern: communication ethics, public relations, political communication, strategic communication and crises communication. Board member of Sopcom, the Portuguese Association of Communication Sciences.

  • Cristina Estevão, Universidade da Beira Interior

    Cristina Estevão is Assistant Professor at the University of Beira Interior. She holds a PhD in Management and a post-doctorate in Tourism. She is a researcher at the NECE - Research Center in Business Sciences and her research areas are Management, Competitiveness, Marketing and Strategy. She has already published 2 books, book chapters, as well as several scientific articles at national and international level.

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Publicado

2024-07-30

Número

Número 2/2024, Época 2

Sección

SECCIÓN ESPECIAL

Licencia

Derechos de autor 2024 Vera Antunes, Gisela Gonçalves, Cristina Estevão

Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.

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Cómo citar

Antunes, V., Gonçalves, G., & Estevão, C. (2024). Nuevos enfoques de comunicación en las redes sociales de balnearios: un análisis de sentimiento de los comentarios. Revista De Estudios Empresariales. Segunda Época, 2, 125-145. https://doi.org/10.17561/ree.n2.2024.8808