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- Title
TikTok medio de divulgación empleado por los viajeros que realizan turismo sostenible.
- Authors
Herrera Pérez, Ariana Paola
- Abstract
Purpose: The dissemination of sustainable tourism and the travel market in general has benefited from the various social platforms. The User-Generated Content has become the most efficient mechanism for transmitting experiences of the destinations they visit. Therefore, the objective of this research is focused on analyzing and identifying the influence generated by TikTok as a means of disseminating the sector. Design / Methodology / Approach: The first methodological phase is analytical, which explains the sociocultural context and the state of the question. Through, the most relevant topics of sustainable tourism, traveler experience, TikTok, short videos and the most used hashtags in the sector. The second methodological phase is qualitative, with an interpretive approach; The videos are analyzed with the following hashtags: #turismo, #turismosostenible, #tiktoktravel, #travel. In this section, an online search will be applied in user format, incorporating metrics such as number of likes, comments and shares. Results: The results show that the TikTok platform generates a relevant impact on tourist diffusion with an emphasis on promoting sustainable tourism. The videos with the most relevant hashtags are the following: #turismo with 299.8 million views, #turismosostenible with a total of 101.6 thousand views, #tiktoktravel contains 20.1 million views and #travel with 27.3 million of visualizations. The use of this social network for tourism advertising gives it a productive turn, turning it into a powerful dissemination tool. Limitations / Implications: It is considered appropriate to perform the analysis of TikTok metrics by country, because the implementation of the platform is developed at different levels by users and establishments. However, the social network at the moment has a single mechanism for analyzing the statistics and that is the analytics of the Pro accounts, which being private to the users, it is not possible to carry out a deep analysis of the metrics. Originality / Contribution: The research is characterized by being a pioneer in the analysis of the impact of TikTok in the dissemination of sustainable tourism, by reviewing the short videos with the greatest impact of views related to the sector.
- Subjects
TOURISM advertising; USER-generated content; SOCIAL networks; TOURISM marketing; CUSTOMER experience; TOURISM; SUSTAINABLE tourism
- Publication
aDResearch ESIC: International Journal of Communication Research / Revista Internacional de Investigación en Comunicación, 2021, Vol 25, p148
- ISSN
1889-7304
- Publication type
Article
- DOI
10.7263/adresic-025-08