Exploring Rural Tourism Experiences from Social Marketing and Happiness Management Perspective: A Survival Analysis with Instagram
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Esta investigación examina la influencia de Instagram en el turismo rural en España. Se centra explícitamente en cómo las fotos de los turistas en Instagram impactan en la percepción y popularidad de los pueblos rurales más visitados de España. El estudio tiene como objetivo comprender cómo el compromiso emocional provocado por estas fotografías y el contexto mostrado contribuyen a la supervivencia y el impacto de las publicaciones de destinos de turismo rural en Instagram desde una perspectiva de marketing social.
Los principales hallazgos revelan que Instagram juega un papel significativo en la formación de las expectativas y experiencias de los turistas. El estudio utiliza el análisis de supervivencia para evaluar las características de los mensajes que generan más tiempo de supervivencia o publicaciones que son más activas por sus comentarios relacionados con el turismo rural. Se encontró que las publicaciones con atractivo emocional positivo, tipo conversacional y belleza escénica tienden a tener tasas de supervivencia más prolongadas, lo que indica un interés y compromiso sostenido por parte de la audiencia.
Las conclusiones extraídas de la investigación destacan la importancia de Instagram como herramienta de marketing social para el turismo rural. Los destinos pueden mejorar su atractivo y atraer más visitantes aprovechando los aspectos emocionales y visuales de las publicaciones de Instagram desde una perspectiva de marketing social. Esta visión es crucial para desarrollar estrategias de marketing más efectivas con las preferencias cambiantes de los turistas modernos.
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