Turismo y gestión de marketing. Análisis comparativo entre parques y estaciones de esquí

Teodoro Luque Martínez; Luis Doña Toledo; Nina Faraoni

doi:10.14198/INTURI2020.20.07

Autores/as

Teodoro Luque Martínez Universidad de Granada, España http://orcid.org/0000-0003-1282-6822
Luis Doña Toledo Universidad de Granada, España https://orcid.org/0000-0003-2238-2671
Nina Faraoni Universidad de Granada, España https://orcid.org/0000-0003-1582-5104

DOI:

https://doi.org/10.14198/INTURI2020.20.07

Palabras clave:

Turismo de montaña, áreas naturales protegidas y marketing, estaciones de esquí y marketing, redes sociales y parques nacionales-naturales, redes sociales y estaciones de esquí.

Resumen

El turismo de montaña, que incluye estaciones de esquí y áreas naturales protegidas, ha de buscar un equilibrio entre satisfacer las necesidades de los visitantes y el respeto al medio ambiente. En dicha búsqueda, el marketing puede desempeñar un importante papel. Este trabajo trata de responder a la falta de estudios sobre la aplicación del marketing en las actividades de turismo de montaña y, en particular, en la comunicación en redes sociales comparando la aplicación y la percepción que se tiene del marketing en las estaciones de esquí con los parques naturales y nacionales. Para ello se ha realizado una auditoría de marketing preguntando a directivos y técnicos de unos y otros y se han analizado 26 indicadores de redes sociales (Twitter y Facebook). Las estaciones de esquí presentan un mayor enfoque al marketing salvo en aspectos relativos al impacto ambiental. Los resultados muestran la diferente sensibilidad y los aspectos donde hay mayor divergencia, distinguiendo por el grado de importancia como por el grado de adecuación que se les otorga mediante la matriz de importancia-adecuación. También es mayor el dinamismo en redes sociales de las estaciones de esquí.

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