A promoção turística da Andaluzia e das Ilhas Canárias (Espanha) por meio de vídeos do youtubecomparando a inserção do patrimônio cultural

  1. Poliana Fabíula Cardozo 1
  2. Agustín Santana Talavera 2
  1. 1 Universidade Estadual do Centro-Oeste

    Universidade Estadual do Centro-Oeste

    Guarapuava, Brasil

    ROR https://ror.org/03cxsty68

  2. 2 Universidad de La Laguna

    Universidad de La Laguna

    San Cristobal de La Laguna, España

    ROR https://ror.org/01r9z8p25

TURYDES: Revista sobre Turismo y Desarrollo local sostenible

ISSN: 1988-5261

Year of publication: 2019

Volume: 12

Issue: 26

Pages: 26

Type: Article


The tourist image has been the topic of studies from different perspectives and places. This occurs due to the necessity of destinations to build competently persuasive images, placed in different means of communication. The image induced by available videos on social networks has been a relatively unexplored subject. Seen in these terms, the purpose of this research focused on studying the promotional videos provided from 2010 to 2014 by the Andalusian tourism official channel, regarding the promotion of cultural property. 25 videos were analyzed - out of 400 which besides being chronological cut off they were also filtered by self production and insertion of cultural elements - with an eye on variables such as: segmentation flexibility, worked cultural elements, practical information and triggered psychological code, all of them inserted in normative statement prepared for collection. These analyzes were carried out by theoretical framework on image and cultural heritage and its relationship with tourism. Some outcomes may be indicated: the image is built without dissociation by the city; all videos have cultural elements, being the material ones more triggered; there is flexibility of the touristic segmentation when the videos are not exclusively dedicated to cultural tourism; and the key noticed codes were: fun, inclusion, diversity and curiosity. It can be concluded that Andalusia presents a consistent promotion with its material cultural heritage, but it failures in immaterial ones, and the campaigns have persuasive massages and images, considered successful by the commitment that they create.

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