Art moves in social media: Self organising social media impacts on tourism
DOI:
https://doi.org/10.57883/thij14(1)2020.30858Palavras-chave:
Marketing turístico, Meios de comunicação social, Arte pública, Teoria da auto-organização, SustentabilidadeResumo
La "mirada del turista" se ha transformado constantemente, al igual que sus representaciones mediáticas, desde la postal hasta la foto virtual publicada en las plataformas de medios sociales (SoMe). En la sociedad digital, los usuarios de SoMe forman un bucle de retroalimentación que rompe el techo de cristal de las tácticas de marketing de los destinos. La dinámica virtual desplaza en parte el control de los gestores turísticos a los turistas, a veces de forma negativa y con resultados divergentes no deseados. En ocasiones, este comportamiento ha provocado efectos virales que han sacudido los planes de sostenibilidad de los destinos turísticos. Por lo tanto, en primer lugar presentamos una visión general del reto que el SoMe plantea a la industria turística, que en ocasiones conduce a la degradación medioambiental y económica con efectos virales globales. En segundo lugar, el análisis del contenido visual de las imágenes publicadas en la red social Instagram y las dinámicas de autoorganización en forma de efectos virales apuntan a una causalidad circular que afecta al turismo. El arte público se presenta como una posibilidad de redirigir los flujos turísticos jugando con la atracción sensorial y la experiencia comprometida. Este artículo multidisciplinar sugiere formas innovadoras para la industria y cómo pueden reaccionar ante los resultados imprevistos, por ejemplo, utilizando el arte como una herramienta que puede influir tanto en los efectos virales como en el comportamiento de los turistas para un desarrollo turístico más sostenible. Proponemos que el arte puede ser utilizado por los gestores turísticos para redirigir los flujos y/o estabilizar una crisis, incluso temporalmente a corto plazo. El artículo se dirige a la industria turística, especialmente a quienes se dedican a la gestión y el marketing del turismo, con soluciones alternativas al imprevisto aumento del número de visitantes debido al contenido generado por el consumidor (CGC) en SoMe.
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Direitos de Autor (c) 2020 This work is licensed under a Creative Commons - Attribution 4.0 International (CC BY 4.0)
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
