Comunicación audiovisual como herramienta de promoción turística: caso Bahía de Caráquez, Ecuador 2020
Audiovisual communication as a tool for tourism promotion: case Bahía de Caráquez, Ecuador 2020
| dc.creator | Laz-Zambrano, Angélica María | |
| dc.creator | Lucas Quiñonez, Pamela Alejandra | |
| dc.date | 2021-01-09 | |
| dc.date.accessioned | 2023-08-08T20:56:42Z | |
| dc.date.available | 2023-08-08T20:56:42Z | |
| dc.identifier | https://publicacionescd.uleam.edu.ec/index.php/sapientiae/article/view/181 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/8073209 | |
| dc.description | El turismo generó un aporte económico equivalente a 2.392 millones de dólares en Ecuador, manteniéndose como la tercera actividad no petrolera más significativa en términos económicos, seguida del banano y el camarón, de acuerdo con las estimaciones planteadas por la Banca Central del país. La web 2.0, en lo que respecta a la comunicación audiovisual, ha permitido al sector turístico incrementar sus estrategias de promoción: microhistorias, testimonios, promocionales, explicativos, trivias, tutoriales, musicales, geo-referenciales; son algunos de los productos audiovisuales que permiten acercar al usuario o turista al destino, producto o servicio. Un estudio de Google e Ipsos MediaCT, determinó que 6 de cada 100 turistas observan vídeos promocionales antes de viajar. Esto ha contribuido a un aumento en el uso de vídeos relacionados con los viajes en una tasa superior al 118%, siendo más demandados aquellos spots referentes a los destinos turísticos, ofertas de vuelos y hotelería. El objetivo de esta investigación es mostrar algunas herramientas para promocionar el destino Bahía de Caráquez-Ecuador. La metodología que se utilizó fue cualitativa en base a entrevistas a profundidad realizadas a expertos en este sector y, cuantitativa por la aplicación de una encuesta de dirigida a turistas.Palabras clave: Comunicación audiovisual, promoción turística, Web 2.0. ABSTRACTTourism generated an economic contribution equivalent to 2,392 million dollars in Ecuador, remaining the third most significant non-oil activity in economic terms, followed by bananas and shrimp, according to estimates made by the country's Central Bank. Web 2.0, with regard to audiovisual communication, has allowed the tourism sector to increase its promotion strategies: micro-stories, testimonials, promotional, explanatory, trivia, tutorials, musicals, geo-references; are some of the audiovisual products that allow the user or tourist to get closer to the destination, product or service. A study by Google and Ipsos MediaCT, determined that 6 out of 100 tourists watch promotional videos before traveling. This has contributed to an increase in the use of travel-related videos at a rate higher than 118%, with the most popular spots referring to tourist destinations, flight deals and hotels. The objective of this research is to show some tools to promote the Bahía de Caráquez Ecuador destination. The methodology used was qualitative based on in-depth interviews with experts in this sector and quantitative by the application of a survey aimed at tourists.Keywords: Audiovisual communication, tourism promotion, Web 2.0. Información del manuscrito:Fecha de recepción: 03 de julio de 2020Fecha de aceptación: 30 de septiembre de 2020Fecha de publicación: 09 de enero de 2021 | es-ES |
| dc.description | Tourism generated an economic contribution equivalent to 2,392 million dollars in Ecuador, remaining the third most significant non-oil activity in economic terms, followed by bananas and shrimp, according to estimates made by the country's Central Bank. Web 2.0, with regard to audiovisual communication, has allowed the tourism sector to increase its promotion strategies: micro-stories, testimonials, promotional, explanatory, trivia, tutorials, musicals, geo-references; are some of the audiovisual products that allow the user or tourist to get closer to the destination, product or service. A study by Google and Ipsos MediaCT, determined that 6 out of 100 tourists watch promotional videos before traveling. This has contributed to an increase in the use of travel-related videos at a rate higher than 118%, with the most popular spots referring to tourist destinations, flight deals and hotels. The objective of this research is to show some tools to promote the Bahía de Caráquez Ecuador destination. The methodology used was qualitative based on in-depth interviews with experts in this sector and quantitative by the application of a survey aimed at tourists.Keywords: Audiovisual communication, tourism promotion, Web 2.0. | en-US |
| dc.format | application/pdf | |
| dc.language | spa | |
| dc.publisher | Editorial Universitaria ULEAM | es-ES |
| dc.relation | https://publicacionescd.uleam.edu.ec/index.php/sapientiae/article/view/181/338 | |
| dc.rights | Derechos de autor 2021 Revista Científica Multidisciplinaria SAPIENTIAE. ISSN: 2600-6030. | es-ES |
| dc.rights | http://creativecommons.org/licenses/by-nc-sa/4.0 | es-ES |
| dc.source | Revista Científica Multidisciplinaria SAPIENTIAE. ISSN: 2600-6030.; Vol 4 No 7 (2021): Revista Científica Multidisciplinaria SAPIENTIAE; 2-15 | en-US |
| dc.source | Revista Científica Multidisciplinaria SAPIENTIAE. ISSN: 2600-6030.; Vol. 4 Núm. 7 (2021): Revista Científica Multidisciplinaria SAPIENTIAE; 2-15 | es-ES |
| dc.source | 2600-6030 | |
| dc.title | Comunicación audiovisual como herramienta de promoción turística: caso Bahía de Caráquez, Ecuador 2020 | es-ES |
| dc.title | Audiovisual communication as a tool for tourism promotion: case Bahía de Caráquez, Ecuador 2020 | en-US |
| dc.type | info:eu-repo/semantics/article | |
| dc.type | info:eu-repo/semantics/publishedVersion | |
| dc.type | Artículo revisado por pares | es-ES |