Publication: Análisis netnográfico del potencial turístico de las rutas del cacao fino de aroma con denominación de origen ecuatoriano
Authors
Espinoza, Daniela ; Salazar Duque, Diego
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Publisher
Universidad de Murcia, Escuela Universitaria de Turismo de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
El principal objetivo de este manuscrito es analizar el potencial turístico de los sitios web que ofrecen rutas de turismo relacionadas con el cacao fino de aroma con denominación de origen ecuatoriano; para ello se consideró un estudio descriptivo a partir de un modelo de evaluación sobre el uso de los diversos componentes que deben ser incorporados en medios digitales y que fueron evaluados mediante un método netnográfico; esto dio como resultado seis rutas analizadas, las cuales evidencian un uso muy deficiente las diversas acciones digitales que deben ser incorporadas en los sitios web que permitan potenciar el turismo gastronómico y local de un destino. Se concluye que, las diferentes rutas promocionadas en medios digitales no son explotadas en su totalidad lo que puede influir notablemente en la decisión final del turista o visitante en decidir qué actividad o ruta donde se produce cacao cubre más sus necesidades y expectativas.
The main objective of this manuscript is to analyze the tourist potential of websites that offer tourism routes related to fine aroma cocoa with Ecuadorian denomination of origin; for this purpose, a descriptive study was considered based on an evaluation model on the use of the various components that must be incorporated into digital media and that were evaluated by a netnographic method; this resulted in six routes analyzed, which show a very poor use of the various digital actions that must be incorporated into the websites that allow to enhance the gastronomic and local tourism of a destination. It is concluded that, the different routes promoted in digital media are not exploited in their entirety which can significantly influence the final decision of the tourist or visitor to decide which activity or cocoa route covers their needs and expectations.
The main objective of this manuscript is to analyze the tourist potential of websites that offer tourism routes related to fine aroma cocoa with Ecuadorian denomination of origin; for this purpose, a descriptive study was considered based on an evaluation model on the use of the various components that must be incorporated into digital media and that were evaluated by a netnographic method; this resulted in six routes analyzed, which show a very poor use of the various digital actions that must be incorporated into the websites that allow to enhance the gastronomic and local tourism of a destination. It is concluded that, the different routes promoted in digital media are not exploited in their entirety which can significantly influence the final decision of the tourist or visitor to decide which activity or cocoa route covers their needs and expectations.
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Citation
Gran Tour: Revista de Investigaciones Turísticas, n.º 24 (2021)
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