Information and Communication Technologies (ICT) and applications (apps) for tourists are key tools for the sustainability of World Cultural Heritage Sites (WCHS). Their integration into tourism marketing strategies poses challenges regarding the satisfaction of the expectations of the target stakeholders, particularly senior tourists, people aged 60 and over. This paper adopts an exploratory and descriptive approach that combines qualitative techniques (focus groups), to study the use senior citizens make of ICT and tourism apps, with quantitative ones. In this sense, content analysis has been performed on a sample of tourism apps. The results reveal that ICT are essential tools for senior tourists and positively influence tourists' final perception of the travel experience. The analysis of these mobile apps shows that they meet the expectations of senior tourists, who constitute a relevant generation for cultural tourism and are of special interest for the sustainability of WCHS. The configuration and development of these tools must be adapted to this generation, which we call Generation W.Sustainability 2019, 11, 3203 2 of 17 image and reputation of the destination [11,13]. Thus, RICT contribute to sustainable tourism through their communicational, relational, and experiential capacity [6,[14][15][16]. The value of experience is a key element in the configuration and development of all cultural destinations. The intangible and eminently experiential nature of tourism products and services [7] and the fact that they cannot be tested before they are bought give great importance to the user's experience. In the tourist sector, the key is the experience resulting from all the travel stages: pre-travel (search of information, planning, decision-making), on-travel (experiences resulting from the use and consumption of the product or service, and the relationships established with the host community) and post-travel [9,13,[17][18][19]. In addition, the value of experience has acquired more importance with the arrival of the model 2.0 [19,20] and its potential to multiply the reach of the traditional word of mouth [13,21] and the electronic word of mouth (eWOM), when focused in the digital field [22,23].Having highlighted the importance of RICT in the tourism sector, including the cultural one, there are questions about the uses of RICT among different types of tourists, both real and potential, and, consequently, about the differences between digital immigrants and digital natives [24]. Both segments of the population constitute interesting groups for cultural destination marketing organizations [25][26][27] with different expectations and use of RICT [3,28,29]. To be precise, one of the fundamental questions posed by the literature review is whether the reorientation of the marketing strategies and tourist communication based on the web 2.0 model [1,14,18,[30][31][32][33][34] should pay special attention to the Boomers (50-64 year-olds) and the Silent Generation (65 years and over) [35] or whether, based on the digi...

Esta investigación aborda el papel de los millennials como prosumers y adprosumers en las redes sociales corporativas. La metodología combina la revisión bibliográfica con un análisis de contenido cuantitativo. Los resultados evidencian que sí participan en este tipo de canales y que su interacción usuario-usuario y usuario-marca se incrementa en la medida en la que las organizaciones consideran los usos que hacen de ellas y las gratificaciones que esperan. Se concluye que existe la necesidad de desarrollar estrategias de comunicación integradas, incluyendo otros canales de gran popularidad entre los millennials, y personalizadas en función de sus motivaciones.

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ResumenEl turismo es uno de los sectores económicos de mayor crecimiento a nivel mundial; el de sol y playa, el principal de la industria turística española. Las redes sociales juegan un papel clave en el desarrollo de los destinos turísticos al ser uno de los canales principales para su difusión y comercialización, y un espacio para que los turistas reales y potenciales compartan sus experiencias influyendo en las decisiones de otros turistas. La presente investigación analiza la presencia y gestión de los principales destinos de sol y playa españoles en Facebook, así como la interacción de sus usuarios como posible origen de eWOM. Se utiliza para ello una metodología cuantitativa a partir de la monitorización y análisis de contenido de las publicaciones de los perfiles turísticos oficiales, de los responsables y de los usuarios. Los resultados muestran una clara implantación de esta red social en las estrategias de marketing y comunicación de los destinos turísticos, pero con planteamientos y resultados diferentes que no permiten establecer una relación directa entre las variables analizadas y su incidencia en la interacción de los usuarios. En este sentido, se concluye la pertinencia de métricas globales, aunque complementadas con estudios individualizados de los usuarios y de sus intereses.Palabras clave: Turismo, social media, Facebook, eWOM, travel 2.0, interactividad. AbstractTourism is one of the fastest growing economic sectors in the world; Sun and beach tourism is the main tourist industry in Spain. Social networks play a key role in the development of tourism destinations as one of the main channels for its dissemination and marketing, and a space for actual and potential tourists to share their experiences, influencing the decisions of other tourists. The present research analyses the presence and management of the main sun and beach destinations of Spain on Facebook, together with user interaction as possible sources of eWOM. To this purpose, a quantitative methodology is used, based on the monitoring and analysis of the content posted by the managers and the users on the official tourism profiles. The results show a clear implementation of this social network in marketing and communication strategies of tourist destinations, but with different approaches and results. Hence, they do not allow to establish a direct relationship between the variables analysed and their impact on user interaction. In this sense, the pertinence of global metrics is concluded, although complemented with individualized studies of users and their interests.

La alarma social generada por noticias falsas difundidas exponencialmente a través de Twitter, Facebook o Instagram (donde se puede opinar sin contrastar) y cadenas sociales como WhatsApp, facilitan y en muchas ocasiones dificultan la planificación y tareas a llevar a cabo de las instituciones públicas para gestionar el problema. Los medios de comunicación y las redes sociales se han hecho eco desde el primer momento de la pandemia causada por el coronavirus desde finales del año 2019, provocando multitud de informaciones a nivel global. Nos encontramos ante una doble pandemia: la generada por el propio coronavirus (COVID-19) y por las llamadas fake news -bulos e información no contrastada que finalmente deriva en una perturbación, incertidumbre, alarmismo incontrolado y miedo colectivo-.