Impact of Social Media and Proprietary Media on Potential Tourists Holiday Planning Process. The Case of National Tourism Organizations

Papadopoulos, George; Dionysopoulou, Panagiota; Agiomyrgianakis, George M.

doi:10.1007/978-3-030-03910-3_21

Cited by 2 publications

(1 citation statement)

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“…Due to their social impact, they are becoming very powerful instruments to disseminate images and information about tourist destinations [19]. It is a way for people to share their knowledge [20], interact with each other, give their opinions, and evaluate the service provided [21,22]. For example, word of mouth (WOM) is considered by tourists to be a more reliable medium than other more traditional media (television, radio, print media) and is the one that has the greatest influence on consumer behaviour [23].…”

Section: Introductionmentioning

confidence: 99%

Impact of Information Sources on Promoting Tourism in a Rural Region: The Case of the Roman Villa of Noheda

Huete-Alcocer

Valero-Tévar

2021

Sustainability

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This paper presents a comparative analysis of the tools provided by the internet (social networks, websites, etc.) and traditional media (television, newspapers, word of mouth, etc.) in terms of their impact on the promotion of a tourism resource in a rural area: the Roman villa of Noheda (Cuenca). Both of the aforementioned sources of information play a relevant role in promoting such archaeological destinations and influencing tourists’ decision-making when planning their visit. The literature suggests that social networks as well as other electronic channels can attract large numbers of tourists; however, this has not happened in the case of the archaeological site under study. It has become known through coverage in more traditional media such as television and the national and international press. Knowledge of the use of internet tools to promote these heritage sites is still very limited; thus, this study collected information through a questionnaire on the different sources of information (traditional and online) that tourists used when deciding to visit this site. An ANOVA analysis has been used to determine the relationship between the different sources of information and the place of residence and between said information sources and the overnight stays near Noheda. The results point to strategies that can be developed to promote these cultural resources in order to achieve the economic development of rural regions such as the Alcarria of Cuenca.

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