A Utilização das Redes Sociais na Perspetiva das Empresas de Turismo em Espaço Rural

Ana Oliveira; Alexandra Isabela Correia; Carlos Fernandes

doi:10.25145/j.pasos.2017.15.055

Autores/as

Ana Oliveira
Alexandra Isabela Correia http://orcid.org/0000-0002-2965-4425
Carlos Fernandes

DOI:

https://doi.org/10.25145/j.pasos.2017.15.055

Palabras clave:

Redes sociales, Turismo rural, PMEs

Resumen

Este artículo identifica las percepciones y el comportamiento de los propietarios/gestores de pequeñas y medianas empresas turísticas (PYMES) en relación con el uso de las redes sociales, tanto en la actualidad como en el futuro. Basándose en una perspectiva cualitativa, se realizaron nueve entrevistas semiestructuradas con los propietarios/gestores de las PYMES de la región de Minho-Lima, en el norte de Portugal. La reducción de costes con la adquisición de nuevos clientes, así como el aumento de la credibilidad y la mejora de la reputación de las empresas son algunas de las principales ventajas percibidas. Facebook se destaca como la red social más utilizada, dada la mayor facilidad para llegar a un mercado más amplio de manera fácil, rápida y gratuita, considerando esencialmente el alto número de usuarios. Sin embargo, este estudio también muestra que hay una fuerte falta de conocimiento sobre cómo se pueden utilizar las redes sociales, en particular Facebook, de manera eficiente y eficaz. Este artículo contribuye a un mejor entendimiento del potencial de las redes sociales para las empresas turísticas en el medio rural. El conocimiento de estas percepciones es importante para identificar iniciativas y estrategias de comunicación adecuadas a la realidad de las empresas, fomentando así un mayor y más eficaz uso de las redes sociales.

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