The Role of the Web and Social Media in the Tourism Promotion of a World Heritage Site. The Case of the Alcazar of Seville (Spain)

• Concepción Foronda-Robles ^[1] ; Caterina Mondelli ^[2] ; Donatella Carboni ^[2]
  1. [1] Universidad de Sevilla

     Universidad de Sevilla

     Sevilla, España

     
  2. [2] University of Sassari

     University of Sassari

     Sassari, Italia

     
• Localización: Revista de estudios andaluces, ISSN-e 2340-2776, ISSN 0212-8594, Nº 41, 2021, págs. 47-64
• Idioma: inglés
• DOI: 10.12795/rea.2021.i41.03
• Títulos paralelos:
  • El Papel de la Web y las Redes Sociales en la Promoción Turística de un Bien Patrimonio Mundial. El Caso del Alcázar de Sevilla (España)
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    Las tecnologías de la información y la comunicación han revolucionado el turismo y la promoción de atractivos culturales. Estas son herramienta para potenciar el patrimonio cultural y la economía del territorio a partir de la innovación turística.

    El artículo tiene como objetivo analizar el potencial de la web oficial y las redes sociales del Alcázar de Sevilla en la promoción turística, Patrimonio Mundial de la UNESCO.

    La calidad del sitio oficial y sus redes sociales fue analizada y evaluada a través del modelo 7 Loci y la herramienta Nvivo, identificando sus debilidades y fortalezas.

    El análisis destacó entre las debilidades, el contenido a optimizar, la imposibilidad de visualizar la información en otros idiomas y una gestión global para revisar. El estudio presenta fortalezas como excelente visibilidad y buen posicionamiento en los principales buscadores, enlaces a redes sociales (Facebook, Twitter, Instagram y Youtube) y que los tiempos para descargar las páginas son los adecuados

  • English

    The information and communication technologies have revolutionized tourism and the promotion of cultural attractions. They constitute a tool with which to enhance the cultural heritage and economy of a territory in the context of tourism innovation.

    The article aims to analyze the potential of the website and social media of the Alcazar of Seville—declared a World Heritage Site by UNESCO—in promoting tourism.

    The quality of this official website and social media was analyzed and evaluated through the 7 Loci model and the Nvivo tool, with weaknesses and strengths being identified. The analysis highlighted weaknesses in areas such as the content, which needs to be optimized, the impossibility of viewing the information in other languages, and the global management of the website and social media, which should be reviewed. The study also presents strengths, including excellent visibility and good positioning in the main search engines, links from the website to social media (Facebook, Twitter, Instagram and YouTube) and the adequacy of the time needed to download the pages.

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