Imatge de Catalunya percebuda per turistes angloparlants i castellanoparlants

Estela Marine-Roig, Esteve Mariné Gallisà

Resum

Des de fa una dècada, s’ha multiplicat notablement el volum dels continguts en línia generats per usuaris i consumidors (UGC), juntament amb l’expansió dels mitjans de comunicació socials. En el camp de l’hoteleria i del turisme, s’ha produït un increment exponencial de les opinions en línia sobre viatges (OTR). En aquest article es proposa un mètode per analitzar les produccions paratextuals lligades a les OTR i extreure’n la imatge percebuda de la destinació segons la procedència dels turistes. El mètode s’aplica a una mostra aleatòria de 330.000 OTR allotjades a TripAdvisor, sobre Coses per Fer a Catalunya, escrites en castellà o en anglès entre 2011 i 2015. D’acord amb les opinions analitzades, pel que fa a la imatge percebuda (i transmesa) pels turistes de parla anglesa i, en especial, pels nord-americans, es pot concloure en síntesi que Catalunya és Barcelona i que Barcelona és Gaudí.

Paraules clau

imatge de la destinació; contingut generat per l’usuari; dades massives; opinions en línia sobre viatges; marques turístiques territorials

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