La digitalización de la experiencia enoturística: una revisión de la literatura y aplicaciones prácticas

Autores/as

DOI:

https://doi.org/10.31921/doxacom.n33a930

Palabras clave:

Enoturismo y realidad virtual, digitalización y TICs, ciclo de la experiencia turística, marketing del vino

Resumen

La evolución tecnológica unida al uso de las tecnologías TICs y otros recursos de comunicación digitales como la realidad virtual, aumentada y la tecnología 4D están transformando el ciclo de la experiencia turística. El turismo del vino debe adaptarse para que una experiencia enoturística sea inolvidable y por lo tanto sea recomendada debe ser innovadora y multisensorial. Se ha realizado un análisis bibliométrico en base a la literatura científica en relación con la digitalización de la experiencia enoturística y el uso de los recursos de comunicación digital. Se examinaron un total de 72 documentos académicos que arrojan como resultado que los productores pueden incrementar el valor de la experiencia hedónica al acercar la bodega al cliente antes de realizar la visita, durante la misma y en la post-visita. Si la experiencia de todo el proceso es satisfactoria, se consigue un E-WOM (boca a boca digital) positivo y la creación de una comunidad de marca leal.

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Biografía del autor/a

Gorka Zamarreño Aramendia, Universidad de Málaga, España

Doctor en Ciencias de la Comunicación y profesor Asociado de Historia Económica en la Universidad de Málaga, desarrolla una de sus líneas de investigación del Turismo en el Franquismo a través del cine, así como la capacidad que tiene las producciones cinematográficas como herramienta para la docencia y como generador de un relato que es capaz de transformar la percepción del hecho histórico. También se han publicado diversos artículos sobre la importancia histórica de la marca territorio y la relevancia del sector vitivinícola en la provincia de Málaga. Es miembro del grupo de Investigación Mediterráneo Económico con líneas de estudio relacionadas con la diversidad turística a lo largo del siglo XX y relativas al siglo XXI en el turismo de fronteras y el turismo del vino.

Elena Cruz Ruiz, Universidad de Málaga, España

Doctora en Economía, Licenciado en Administración de Empresas por la Universidad de Málaga (España), Máster en Turismo. Profesora del Departamento de Ciencias Económicas y Empresariales de la Facultad de Ciencias Económicas y Empresariales de la Universidad de Málaga. Miembro del Grupo Andaluz de Investigación y Desarrollo Tecnológico 'Mediterráneo Económico' (SEJ-121) y del Comité Científico del Foro por la Paz del Mediterráneo. Líneas de investigación: las distintas modalidades del sector turístico: Cruceros, Gastronomía, Enología, etc. Experto en temas relacionados con la marca territorio. Actualmente, dirige dos proyectos de investigación a través de la Oficina de Transferencia de la Universidad de Málaga (OTRI) con el fin de analizar la percepción de turistas y residentes de la marca Málaga.

Claudia Hernando Nieto, Universidad de Málaga, España

Licenciada en Economía y Administración de Empresas, investigadora predoctoral en área de experiencia de cliente trabaja en la actualidad en el Depatamento de Marketing y Comunicación de GSK.

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Publicado

01-12-2021

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Zamarreño Aramendia, G., Cruz Ruiz, E., & Hernando Nieto, C. (2021). La digitalización de la experiencia enoturística: una revisión de la literatura y aplicaciones prácticas. Doxa Comunicación. Revista Interdisciplinar De Estudios De Comunicación Y Ciencias Sociales, (33), 257–283. https://doi.org/10.31921/doxacom.n33a930

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