Tourism and advertising in the spanish press. Narrative strategy for persuasion

Advertising connects the institutional and business sector with the public, responding to a persuasive and commercial interest. Advertising connects the institutional and business sector with the public, responding to a persuasive and commercial interest. The promotion of tourist destinations is a key activity for public and private advertisers to effectively communicate with their audiences. These advertisements show citizens' interests and motivations for travelling in the 21st century. This study analysed 95 advertisements published in 2020 in the newspaper El Pais, the most widely read generalist print media in Spain, on the day of the week coinciding with the publication of the specialised supplement "El viajero" (The Traveller). A quantitative and qualitative content analysis has been carried out in order to respond to the main objective of identifying the main advertisers and the usual sales proposition in this type of advertisement, also explaining the narrative strategies used in tourism campaigns. The main conclusions are the importance of wellbeing in the campaigns carried out and the important presence of public bodies in the promotion of destinations, especially Spanish destinations, highlighting historical, cultural and environmental heritage, which take on the same importance as the offer of beaches or cruises. This is an advertisement aimed especially at young people who travel as a couple, reflecting social concerns and trends in an irregular year for tourism promotion due to the covid-19 pandemic. This time period was an exceptional context, with consequences on citizen attitudes towards travel, which undoubtedly limits the application of these conclusions to that specific time context.

CINEMATOGRAPHIC COLORIMETRY APPLIED TO NEW TELEVISION JOURNALISTIC FORMATS: THE CASE OF THE SPANISH PROGRAM LO DE ÉVOLE

With the irruption of multi-screens that the Netflix era has brought about, a good part of the old visual formulas, especially television and reporter ones, have become outdated. This is especially observable in television formats strongly linked to reporter journalism, such as Spaniards around the world, Street travelers and others. In recent years, a trend of adaptation of cinematographic codes to television products has already been perceived, but the Covid-19 pandemic and the ban on theatrical exhibition in cinemas around the world has precipitated a change in the model of consumption. This article presents an investigation on a nuclear element: the cinematographic colorimetry used in journalistic television programs, specifically, one of the most watched journalistic programs on Spanish television: Lo de Évole. © 2022 BY-NC.

SOCIAL NETWORKS AND INTERNATIONAL RELATIONS IN THE TOURISM SECTOR

Tourism is a social and scientific phenomenon. From here, its knowledge must be approached from a complete vision and not limited to a single discipline or set of them separately, since it is multidisciplinary. The role of international relations in tourism is a phenomenon with great economic, social, cultural, and environmental consequences, which can condition the behavior of tourists and the tourism sector as a whole. The pandemic caused by COVID-19 has affected the entire world population, the main economic engines of each and every one of the countries and international relations derived from the tourism sector. The coronavirus has not only affected the people who are under its effects, but it has also changed the global perception of reality just as the media have been forced to create a new way of communicating. Meanwhile, social networks have been the fastest and easiest way to disseminate all kinds of information and misinformation, adopting new formats and new anti-hoax measures (fake news). They have been effective and it is identified that thanks to the different platforms, citizens have found themselves somewhat more sheltered, understood and have received information about what is happening around their lives. Due to the closure of borders and the decrease in flights, worldwide tourism suffers serious consequences and for all this, the incidence of the coronavirus in the economy and international relations are protagonists of a difficult reality and a prompt and expected recovery. © 2021, Observare. All rights reserved.

IMMERSION IN THE DIGITALIZATION OF SOCIAL NETWORKS IN TOURISM AND HERITAGE: A PARADIGM SHIFT

With this research, we intended to analyse the different social networks involved in tourism evolution and heritage enhancement, particularly in the last two decades before the covid-19 pandemic broke into our lives. A qualitative longitudinal bibliographical study of the defined topics and a crossing of the results obtained was carried out. We conclude the analysis with a quantitative assessment of the evolution of the number of tourists and the income from travel and tourism in specialized magazines. The results, based on bibliographical analysis, led to an increase in the number of tourists and the evolution of income from travel and tourism, although with a slight non-significant drop in 2018. However, we cannot confirm a reality different from what we expected. The significantly rising curve at the pivotal point in the study (2020) reverses with no expected recovery date due to national and international restrictions on tourism. © 2023, Universidad del Rosario. All rights reserved.

COVID-19, a Myth in Tourism Communication. Analysis of the Contents Generated by Tourist Influencers 2.0 about the Pandemic and Destinations

The web 2.0 model offers enormous communication potential to inform and educate in extreme crises, such as COVID-19. For this reason, the main objective is to analyze whether destination marketing organizations (DMOs) and tourism influencers 2.0 have used their channels to inform and educate about COVID-19 and the level of influence of this content on users. A quantitative and qualitative methodology is implemented to develop the research protocol, evaluating two periods delimited by the effects of COVID-19 (lockdown and de-escalation). The research is carried out on Instagram, and the sample corresponds to tourism DMOs and influencers 2.0 with the most significant impact on millennials. The results show that COVID-19 has not been a priority either for DMOs or for influencers since posts in this regard have little presence compared to those that promote tourism products and services. Regarding engagement, these types of publications do not have the highest rates, showing followers’ lack of concern. Consequently, there is little interest in health as a new dimension of tourism sustainability from DMOs’ and influencers’ standpoint. However, contrary to the general opinion about the growing role of sustainability, it does fit their preferences. © 2022 Universidad de La Sabana. All rights reserved.

Spanish Tipsters and the Millennial and Centennial Generations in the Scenario of a Pandemic

The growth and popularization of sports betting have led to the emergence of a new type of influencer: Tipsters, people and betting houses who influence and advise through social networks on the bets they consider most profitable. Both agents are also content‐generating, forming a particular ecosystem with a specific narrative. The research examines the narratives of both the personal and betting houses profiles that make up the category of tipsters and their impact on younger generations. It also takes an in‐depth look at the content and languages used by tipsters on social media and what determines their success in terms of followers and interactions. The period and place analyzed is the year 2020 in Spain, because it allows observing the differences between the periods of free transit and the quarantine period caused by Covid‐19. The selection of the studied profiles is based on the five most recommended profiles, according to 10 rankings in the sports betting sector. The results show how the tipsters’ narrative was adapted to the context of the pandemic to maintain interest during the quarantine and not lose its influence towards millennials and centennials. Especially relevant is the period after the quarantine, with long periods of stay at home by young people, where the narrative has iconic, symbolic, and linguistic elements typical of war periods. © 2022 by the author(s);licensee Cogitatio (Lisbon, Portugal).

Social networks as a vehicle for happiness management in university governance

Purpose: This study aims to determine whether the communication of Universities in Madrid (Spain) on social networks through their official channels has caused positive results in students’ perceptions of their trust in university institutions during the first semester of the 2020–2021 term and to measure whether the implementation of happiness management strategies in the communication within university governance affected students’ happiness levels, as well as on the recognition of their belonging to the university. Design/methodology/approach: With an exploratory-correlational approach and a quantitative study, this study conducted a statistical-descriptive analysis based on the premise of a general linear regression model with correlations between the variables, using a data collection instrument, whose construct and content validity was previously assessed by experts, which was answered by 564 students of the Degrees in Communication and Marketing from the Complutense University of Madrid, University of La Laguna, and ESERP Business and Law School. The Kaiser-Meyer-Olkin test and Bartlett’s test of sphericity were implemented to analyze the correlation between variables;Cronbach’s alpha coefficient and Pearson and Spearman’s coefficients were also used. Findings: Those students who used social networks to receive news from university institutions about the COVID-19 pandemic deem these channels official, sound and credible. Similarly, the use of official information from university institutions on social networks increases students’ happiness levels. Originality/value: To the best of the authors’ knowledge, this is one of the first studies aiming to provide scientific evidence of the relationship between happiness management and university governance. This research’s practical implications lead to attributing added value to these types of means for the university governance that seeks students’ happiness. © 2021, Emerald Publishing Limited.

The use of social media and its relation to the tourist's purchase decision

Following the international depression caused by the covid-19 pandemic, the tourism sector needs to recover in a context of lack of capital for investment. In this sense, fast and economical contact with the customer through digital means is going to become, if possible, more important, referring to the ease of access, search and selection of offers and simplification of financial procedures. Traveler behavior has changed substantially as a result of the digitalization of society, which has exponentially improved the use of ICT in the last months of 2020. Thus, the need to research and go to studies that allow us to understand the new ecosystem increases in which companies and buyers are related. This work consists of a bibliographic review aimed at tracking and recovering information relevant to the application of social networks in promoting the tourism industry due to its effects on the company-client relationship. For this case, various sources have been consulted in related and cross-cutting subjects: monographs, articles, and scientific journals of recent publication in Spanish and English and with open access to the full text (including older material only if it contains a base relevant theory). Exclusion criteria included articles lacking scientific rigor, opinion, or user content with no basis on experience. The search strategy used descriptors of tourism, communication and ICT relevant to the object of study.

Fake News: The COVID-19 pandemic and its chronology in the tourism sector

The social alarm generated by fake news spread exponentially through Twitter, Facebook or Instagram (where you can comment without contrasting) and social networks such as Whatsapp, facilitate and on many occasions make planning and tasks of public institutions difficult for manage the problem. The media and social networks have echoed from the first moment of the pandemic caused by the coronavirus since the end of 2019, causing a multitude of information globally. We are facing a double pandemic: the one generated by the coronavirus itself (COVID-19) and by the so-called fake news-lobes and uncontrolled information that ultimately leads to disturbance, uncertainty, uncontrolled alarmism and collective fear.

Communication on twitter: Coronatec during the initial phase of confinement in Spain

The state of alarm declared in Spain on March 14th 2020 as a result of the infections and deaths caused by the coronavirus and the COVID-19, triggered the creation of the Technical Management Committee for Coronavirus (Coronatec), which being headed by the Government president, Pedro Sánchez, led the initiative through both traditional and social media. The first month of this exceptional situation would help measure the reaction and adaptability capacity of all these entities to social media, and in fact, the communication impacts on Twitter increased and worked as a reference channel to disseminate messages. Additionally, obtaining information from official sources through social media is more important now due to the presence of hoaxes, and the analysis of these nine organizations is even more relevant. This analysis is going to be centered on essential aspects of the analysis of these social media: followers, publications and engagement. The results will demonstrate the influence capacity of The Enforcement and Security Corps of the State in Spain against other figures such as the Government Presidency or the Ministries. © 2021 Fundacion para la Investigacion Social Avanzada. All rights reserved.

CRITIC, DEBATE AND POLARIZATION AROUND COVID-19

Introduction: The study approach the relationship between criticism, debate and polarization around Covid-19 in the Cuban revolutionary blogosphere, based on the analysis of the posts published between March 11 and June 11, 2020, by three representative blogs of communicational diversity existing within that, as alternative communication system: La Joven Cuba, Segunda Cita and La pupila Insomne. Methodology: From a predominantly qualitative approach and a correlational typology, were used, as research techniques, bibliographic-documentary review and content analysis (thematic, semantic and network), applied, interchangeably, to blogs object of study, the posts published by its, as well as the comments generated and rebuttals received from other blogs, social networks and external sites. Results: The study shows, as the main finding, a communicationally convulsed environment, where the enunciated relationship is expressed as a basting saga in the form of controversy, that involve various authors and more than one blog. Discussion and conclusions: The Covid-19, in this context, reveals itself as a theme conducive to updating and settling long-standing cyber spatial issues, which permanently strain, condition and direct the content of each post, based on clearly defined ideopolitical positions.