La formación del capital de marca de un destino turístico a partir de la experiencia turística generada en medios sociales

Patricia María Carrasco-García, Dolores María Frías Jamilena, Ana Isabel Polo Peña



Las tecnologías de la información y la comunicación (TICs) como los medios sociales (MS), se posicionan como nuevas vías para la mejora del capital de marca de los destinos. Siguiendo los fundamentos del post-turismo, las TICs constituyen un medio en el que el turista puede acceder a experiencias turísticas previas a la visita del destino. Con este trabajo se pretende conocer si las experiencias turísticas generadas a través de MS son un medio válido para incrementar el capital de marca. Por ello, (a) se propone y se valida un modelo de capital de marca de un destino turístico a partir de experiencias turísticas generadas en MS; y (b) se analizan las relaciones entre las distintas dimensiones del capital de marca del destino turístico. Los resultados ponen de manifiesto que las experiencias turísticas generadas mediante MS son capaces de incrementar el capital de marca de un destino turístico.

Palabras clave

Capital de marca, medios sociales, post-turismo, experiencias turísticas

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