Browsing by Author "Sanchez Jimenez, Miguel Angel"
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- Adaptation of web pages of hotels in mobile devicesPublication . Sanchez Jimenez, Miguel Angel; Correia, Marisol B.; de Matos, NelsonMobile devices have become an essential element for users. This fact cannot go unnoticed by brands and business participants, who see a great opportunity to address consumers, thus fulfilling one of the maxims of marketing, in which these participants must be where the consumers are. In this way, the concept of responsive web is essential, which allows the content of the web pages to be adapted to the mobile device, thus improving the mobile consumer experience. In this context, the touristic offer is considered of special relevance being one of the sectors in which users seek more information and make more purchases through mobile devices. Thus, in this study we have analyzed the adaptation of the websites of the hotels in the province of Cadiz to mobile devices. The results in general are positive, however, it has been shown that the web pages of the hotels have not been fully adapted to these devices yet, highlighting the low visibility and size of the text, as well as the scarce availability of the reservation section in the homepage.
- Analysis of social networks as an instrument of communication in the tourist destinations of AlgarvePublication . Sanchez Jimenez, Miguel Angel; Correia, Marisol B.; Matos, NelsonThe future of social media and the ability to measure its impact has generated much debate as companies have adopted the use of social media platforms to communicate their products. The calculation of this impact can be a complex task but the entity that does not do so will jeopardize its ability to demonstrate the full benefits of its business. Consumers now have the opportunity to comment on their experiences and opinions in these social media and hope to participate in a conversation with the brand. This fact has gained even more impact in the tourism sector due to the great influence that other opinions and experiences have on the tourist's choice. Thus, the tourist offer must now build its strategies incorporating this dialogue and measuring the impact on its brands to make the right strategic and tactical decisions. Thus, in this study the activity and effectiveness of official social networks by the different tourist areas of the Algarve was analyzed, through the measurement of indicators obtained through the online analysis tool Fanpage Karma. In the results, Facebook stands out as the main social network of the Algarve tourist destinations in which all the municipalities actively participate in said network, generating a very good commitment or engagement, thus improving the image and reputation of said destinations. Also note the scarce presence and engagement of Twitter and the importance of images and videos in the social networks of the tourism sector.
- Evolution of the presence and engagement of official social networks in promoting tourism in SpainPublication . Sanchez Jimenez, Miguel Angel; Matos, Nelson; Correia, Marisol B.The recent growth in scale and relevance of social networks has generated new possibilities for communication and interaction with and among their users in the tourism sector. As Spain is among the world's top tourism destinations, it is valuable to study its presence and engagement with users of official social networks. These social networks are used to promote Spain as a tourist destination. This study's methodology focused on measuring a series of indicators of destination performance through the online analysis tool 'Fanpage Karma'. Data were obtained for each of the last four full years (2015 to 2018), with the purpose of deepening understanding of destination performance, including its evolution. The findings show that Facebook's importance increasingly declined, despite maintaining a large number of followers, it has seen reduced publications and, above all, less interactions with users. By contrast, Instagram has experienced continuous growth in promoting Spain as a tourist destination, demonstrating increasing levels of interaction with potential travellers. Implications for academia and industry are drawn from the findings.