Uso y utilidades de las herramientas de análisis online para la evaluación de la comunicación de las marcas de destino a través de los social media

Assumpció Huertas Roig

Resumen


Los social media son herramientas de relaciones públicas que resultan fundamentales en la comunicación de los destinos turísticos y de sus marcas. Debido a su novedad y, en ocasiones, al desconocimiento de todas sus potencialidades comunicativas por parte de los gestores de los social media, se evidencia la necesidad de la evaluación en su gestión comunicativa. A pesar de ello, en la actualidad no existe una metodología de análisis o evaluación de los social media consensuada por académicos y profesionales.

Este artículo testa las herramientas online de medición existentes para el análisis comunicativo de los social media de los destinos turísticos, con el objetivo de mostrar sus potencialidades y sus limitaciones, sentar las bases para la creación de una metodología de análisis específica y orientar a los comunicadores y gestores de los social media de los destinos.


Palabras clave


Relaciones públicas, social media, evaluación, análisis online, marcas de destino

Texto completo:

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