Los destinos turísticos a través de las imágenesel caso de Ecuador en Instagram

Resumen

The technological scenario that emerged at the beginning of the 21st century with the creation of web 2.0 and several social media, has given rise in that the traditional tourism promotion need to be planned together with the marketing 2.0 to meet the new demands of the tourist and maximize the results of the companies belonging to this sector. Among the different social media of relevance to worldwide, there is Instagram, a network social specialized in photographs and videos that allows to them users share, comment and even improve the appearance of their images through different photographic filters. Since its inception in 2010, Instagram has positioned itself among the most used social networks between travelers, businesses and tourist destinations around the world. Different authors, demonstrate that images influence the behavior and attitude of tourists, such as the choice of a destination. Photographs generate a rough idea of the product or destination in the minds of the future consumers that can be contrasted once the tourist activity is realized. On the other hand, Ecuador is consider to be one of the places with more tourism potential lately, due among other reasons, to its environmental, gastronomic, cultural and social richness. Based on the above, it has decided to focus this communication in the Andean country, in order to analyze it in the Instagram social network. The online tool Tweet Binder, able to analyze, classify and inform about different terms in the social network Instagram is used to carry out the proposed study. The purpose of the analysis is to detect what is the situation, through different variables, of Ecuador tourist destination in the online channel.