El uso de Twitter como instrumento de comunicación en los destinos turísticos de España y Portugal durante la crisis de COVID-19

  1. Pastor, Francisco 1
  2. Cabrera González, María Ángeles
  3. de Jesús Faustino, Joao Paulo
  1. 1 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

Zeitschrift:
Revista de Comunicación de la SEECI

ISSN: 1576-3420

Datum der Publikation: 2022

Nummer: 55

Seiten: 93-111

Art: Artikel

DOI: 10.15198/SEECI.2022.55.E777 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: Revista de Comunicación de la SEECI

Zusammenfassung

This research seeks to analyze the activity, the most used topics, and the ability to generate interaction of a dozen tourist destinations in Spain and Portugal through the social network Twitter in November and December 2020, coinciding with the third wave of the crisis generated by the COVID-19 pandemic, which significantly affected both countries. The sample is made up of a total of six Spanish and six Portuguese tourist destinations, which correspond to Nielsen areas, geographical areas divided by this market research company based on their homogeneous marketing characteristics. Thus, in the sample, there are five types of destinations for each country: region or autonomous community (Andalusia, Algarve), large coastal destination (Balearic Islands, Azores), large municipality (Madrid, Lisbon), medium-sized city (Málaga, Oporto) and destination inland (Castilla y León, Central Portugal), to which are added the national Tourism accounts of Spain and Portugal (Turespaña and Visit Portugal). To achieve this goal, a content analysis of the 1,382 tweets published by the official accounts of these destinations has been carried out. It is concluded that the pandemic did not cause a significant change in the content included on Twitter and that the destinations did not use all the potential that this social network offers as a means of information.

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