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Las Series Audiovisuales Como Herramienta Promocional De Un Destino Turístico: El Caso De España / Fiction Series As A Promotional Tool For A Tourist Destination: The Case Of Spain

Listed author(s):
  • Araújo Vila, Noelia


    (Universidad de Vigo (España))

  • Fráiz Brea, José Antonio


    (Universidad de Vigo (España))

Registered author(s):

    El presente artículo recoge y analiza los resultados de un proyecto de investigación que versa sobre posibles sinergias entre el sector turístico y el sector audiovisual en España. Para ello, a través de la técnica cualitativa de la entrevista en profundidad se ha entrevistado a expertos y representantes de dichos sectores. Los entrevistados (20 en total), de nacionalidades española, venezolana y mejicana, pertenecen tanto al ámbito público como al privado, y todos ellos son pioneros en el campo de la cooperación entre los sectores turístico y audiovisual. El objetivo de la presente investigación es verificar el posible uso del sector audiovisual, y en especial de las series audiovisuales, como herramientas promocionales de los destinos turísticos y fomentar así la cooperación entre los sectores audiovisual y turístico. Se concluye en dicho estudio que en el caso español existen destinos turísticos que ya hacen uso de series audiovisuales como medio de promoción y son objeto de visita de los espectadores. Aun así, son todavía escasas las cooperaciones entre productoras y destinos turísticos, a pesar de los favorables resultados. / This article collects and analyzes the results of a research project1 that deals with possible synergies between the tourism sector and the audiovisual sector in Spain. Through the qualitative technique of in-depth interview, experts and representatives of those sectors were interviewed. The interviewees (20 in total), from Spanish, Venezuelan and Mexican nationality, belong to both the public like private sphere, being all them pioneers in the field of cooperation between the tourism and the audiovisual sectors. The objective of this research is to verify the possible use of the audiovisual sector, especially audiovisual series, such as promotional tools for tourist destinations and thus foster greater cooperation between the audiovisual and tourism. In the Spanish case there are destinations that already make use of audiovisual series as a promotional tool, and they are visited by viewers. But partnerships between producers and tourist destinations are still limited, despite the favourable results.

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 19 (2013)
    Issue (Month): 1 ()
    Pages: 8-15

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    Handle: RePEc:idi:jiedee:v:19:y:2013:i:1:p:8-15
    Contact details of provider: Postal:
    Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España

    Phone: (+34) 986812473
    Fax: (+34) 986812401
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