Publication: Análisis de la reputación online del turismo de balnearios en España: acercamiento a su visibilidad web en tiempos de Covid-19
Authors
Sánchez Rodríguez, Elisabet
item.page.secondaryauthor
item.page.director
Publisher
Universidad de Murcia, Escuela Universitaria de Turismo de Murcia
publication.page.editor
publication.page.department
DOI
item.page.type
info:eu-repo/semantics/article
Description
Abstract
El desencadenante que la COVID-19 ha ocasionado en los centros termales, afectando a su principal propósito en el mercado y al uso del agua mineromedicinal como recurso, ha conllevado a una reposición obligada del mercado en susodicho subsector turístico mediante la adopción de nuevas estrategias que ayuden a afrontar el panorama sin precedentes originado por la nueva enfermedad. En este artículo se analiza, por tanto, la literatura científica más reciente sobre la influencia de la COVID - 19 en el turismo termal español, se dilucida su potencial sanitario y se reflexiona tanto sobre su capacidad de reactivación económica como de su reposicionamiento online , gestionando tácticas eficientes en la web 2. 0 que propicien una difusión global del balneario y sirvan de estrategia crucial tras la «hibernación» turística ocasionada por el pavor a viajar y a consumir servicios turísticos.
After the Covid-19 outbreak, Spanish thermal centers have been seriously affected, leading repercussions both for their curative purpose and for the use of i ts main resource, the mineral, medicinal water. Therefore, this touristic subsector has been forced to reposition i ts market by adopting certain strategies so as to face the unprecedented scenario arisen – hence, the present article about the influence of Covid19 disease on Spanish balneary tourism is shown, analyzing and elucidating i ts potential role both in the health and touristic sphere, and evidencing their capacity to generate opportunities and reactivate the online reputation management in the thermal resorts´ scope, by making an efficient use of web 2. 0 tools. A consequent global online diffusion must be importantly encouraged, by virtue of the current tourist “hibernation” caused both by the dread of travelling and the consumption of tourist services.
After the Covid-19 outbreak, Spanish thermal centers have been seriously affected, leading repercussions both for their curative purpose and for the use of i ts main resource, the mineral, medicinal water. Therefore, this touristic subsector has been forced to reposition i ts market by adopting certain strategies so as to face the unprecedented scenario arisen – hence, the present article about the influence of Covid19 disease on Spanish balneary tourism is shown, analyzing and elucidating i ts potential role both in the health and touristic sphere, and evidencing their capacity to generate opportunities and reactivate the online reputation management in the thermal resorts´ scope, by making an efficient use of web 2. 0 tools. A consequent global online diffusion must be importantly encouraged, by virtue of the current tourist “hibernation” caused both by the dread of travelling and the consumption of tourist services.
publication.page.subject
Turismo termal pos-covid19 , Visibilidad web , Reputación online , Herramientas travel 2.0 , Comunicación pos-covid 19 , Balnearios españoles , Estrategias de posicionamiento , Post-covid19 thermal tourism , Web visibility , eWOM , Travel 2.0 tools , Post-covid19 communication , Spanish spas , Positioning strategies
Citation
Gran Tour: Revista de Investigaciones Turísticas, n.º 24 (2021)
item.page.embargo
Collections
Ir a Estadísticas
Este ítem está sujeto a una licencia Creative Commons. http://creativecommons.org/licenses/by-nc-nd/4.0/