Covid-19, un mito en la comunicación turística. Análisis de los contenidos generados por influenciadores turísticos 2.0 sobre la pandemia y en los destinos

Almudena Barrientos-Báez; Alba-María Martínez-Sala; Verónica Altamirano-Benítez

doi:10.5294/pacla.2022.25.1.8

Authors

Almudena Barrientos-Báez Author Universidad Complutense de Madrid https://orcid.org/0000-0001-9913-3353
Alba-María Martínez-Sala Author Universidad de Alicante https://orcid.org/0000-0002-6852-6258
Verónica Altamirano-Benítez Author Universidad Técnica Particular de Loja https://orcid.org/0000-0003-1238-1886

DOI:

https://doi.org/10.5294/pacla.2022.25.1.8

Keywords:

Interactive communication, COVID-19, social influence, social media, tourism

Abstract

The web 2.0 model offers enormous communication potential to inform and educate in extreme crises, such as COVID-19. For this reason, the main objective is to analyze whether destination marketing organizations (DMOs) and tourism influencers 2.0 have used their channels to inform and educate about COVID-19 and the level of influence of this content on users. A quantitative and qualitative methodology is implemented to develop the research protocol, evaluating two periods delimited by the effects of COVID-19 (lockdown and de-escalation). The research is carried out on Instagram, and the sample corresponds to tourism DMOs and influencers 2.0 with the most significant impact on millennials. The results show that COVID-19 has not been a priority either for DMOs or for influencers since posts in this regard have little presence compared to those that promote tourism products and services. Regarding engagement, these types of publications do not have the highest rates, showing followers’ lack of concern. Consequently, there is little interest in health as a new dimension of tourism sustainability from DMOs’ and influencers’ standpoint. However, contrary to the general opinion about the growing role of sustainability , it does fit their preferences.

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Author Biographies

Almudena Barrientos-Báez, Universidad Complutense de Madrid

Doctor with international Cum Laude mention in Education and professor at the European University of Madrid and at the Iriarte University School of Tourism, attached to the ULL (Tenerife-Spain). Master in Management of Protocol, Production, Organization and Design of Events - Communication area - (Univ. Camilo José Cela) and Master in Management of Tourist Accommodation (Univ. Girona). Degree in Tourism (EUTI-ULL) and Teaching (Univ. Valencia).

My research work is linked directly and also transversely to the use of Social Networks and Communication and ICT as a whole. I enclose in another document my CV with merits that complement the publications cited below.

I am part of the project New values, governance, financing and public audiovisual services for the Internet society: European and Spanish contrasts (RTI2018-096065-B-I00) of research of the State Program of R + D + I oriented to the Challenges of the Society of the Ministry of Science, Innovation and Universities (MCIU), State Research Agency (AEI) and the European Regional Development Fund (ERDF). IP1 Francisco Campos Freire. IP2 Miguel Túñez López. http://novosmedios.gal/es/valores-psm/

I am part of the working group of the Tenerife Island Competitiveness Monitor project: Economic Development and Sustainability (File 069-2020). IP1 Eduardo Parra López.

Member of the Research Team: Communication and Education Cabinet. UAB Department of Journalism and Communication Sciences. http://www.gabinetecomunicacionyeducacion.com/es/equipo

Associate Researcher of the research project Ring of Research in Social Sciences and Humanities, code SOC180045, entitled: "Converging Horizons: Production, Mediation, Reception and Effects of Representations of Marginality", according to Res. Afecta No. 025 dated November 22, 2018 and Res. Ex. No. 2000-136 dated December 27, 2018. 305 thousand Euros during the 3 years; Universidad de La Frontera as Main Institution. https://bit.ly/3se2RGx

I was part of the DEBATv project, Televised Electoral Debates in Spain: Models, Process, Diagnosis and Proposal (CSO2017-83159-R), an R + D + I project (Challenges) funded by the Ministry of Science, Innovation and Universities and the Agency State Research (AEI) of the Government of Spain, with the support of the European Regional Development Fund (ERDF) of the European Union (EU). IP1 José Rúas Araújo. IP2 Ana Belén Fernández Souto. (The project ended in December 2020).

I am part of the Article 83 project through the Complutense Concilium Validated Research Group (931.791) of the Complutense University of Madrid: Documentary research on customer loyalty and referencing programs.

Alba-María Martínez-Sala, Universidad de Alicante

Degree in Information Sciences (Advertising and Public Relations) from the Complutense University of Madrid and a PhD in Fine Arts (art and graphic design) from the Miguel Hernández University. Teacher in the Degree in Advertising and Public Relations, in the field of advertising strategy and public relations at the University of Alicante and in the Official Master in Organization of Events, Protocol and Institutional Relations of IMEP, in that of the events and relationship marketing. She has carried out his professional activity in several private organizations. Her main lines of research are digital communication in the public and private sphere, specifically in the institutional tourism sector and in the franchise company. It belongs to the Compubes research group at the University of Alicante.

Verónica Altamirano-Benítez, Universidad Técnica Particular de Loja

Doctor in Communication and Creative Industries with International mention and Cum Laude from the Santiago de Compostela University (Spain), Master in Communication and Creative Industries from the Santiago de Compostela University, Diploma in Organizational Communication, in Communication for Development and Bachelor of Social Communication by the Private Technical University of Loja (Ecuador).

Responsible for the Organizational Communication Section of the Department of Communication Sciences of the UTPL, member of the Quality Team of the UTPL, co-author of international books, articles in scientific and informative journals. He is part of the Communication and Digital Culture research group. His publications include topics related to Organizational Communication, Tourism Communication, Communication 2.0 and Digital Communication.

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