Neurocomunicación y sostenibilidad: grandes retos del turismo

Almudena Barrientos-Báez; María del Carmen Paradinas-Márquez; David Caldevilla-Domínguez

doi:10.25145/j.pasos.2024.22.016

Authors

Almudena Barrientos-Báez UNIVERSITY COMPLUTENSE OF MADRID https://orcid.org/0000-0001-9913-3353
María del Carmen Paradinas-Márquez Department of Business Management, ESIC University/ESIC Business & Marketing School https://orcid.org/0000-0001-6154-9556
David Caldevilla-Domínguez UNIVERSITY COMPLUTENSE OF MADRID https://orcid.org/0000-0002-9850-1350

DOI:

https://doi.org/10.25145/j.pasos.2024.22.016

Keywords:

Neurocommunication, Sostenibility, Tourism, Spain, Globaliztion

Abstract

The covid-19 pandemic has driven digitalization and the need to update in various sectors to maintain their competitiveness. This study focuses on the interaction between tourism, neurocommunication and sustainability, and its influence on the image of Spain abroad. Spain is analyzed as an entity that combines economic, social, cultural and technological aspects, with a particular emphasis on tourism. Through a detailed compilation and analysis of literature in Social Sciences, Tourism, Sustainability and Neuroscience, the study seeks to understand how tourism communication affects the perception and decisions of tourists, contributing to social progress. Using specific descriptors to select academic sources, forming a corpus of data that supports the conclusions: that tourism continues to be a key economic pillar for Spain, affected by seasonality but with growth potential through sustainable marketing and communication strategies based on neurocommunicative techniques.

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Author Biographies

Almudena Barrientos-Báez, UNIVERSITY COMPLUTENSE OF MADRID

Advisor to the Vice-Rector's Office for Research and Transfer to support the development of lines of action at the Complutense University of Madrid (UCM). Professor at the Faculty of Information Sciences of the Department of Communication Theories and Analysis of the Complutense University of Madrid. Doctor with Cum Laude international mention in Education. She was director of the Enabling Master's Degree in Teacher Training at the European University of Madrid. Master in Protocol Management, Production, Organization and Design of Events - COMMUNICATION area - (Univ. Camilo José Cela) and Master in Tourist Accommodation Management (Univ. Girona). Degree in Tourism (Univ. of La Laguna) and Diploma in Teaching (Univ. Valencia).

Her research work is linked directly and also transversally to Neuromarketing, Neurocommunication, Gender, Social Networks, Communication, PR and ICT. Index h 20.

It is part of the Public audiovisual media project in the platform ecosystem: management and evaluation models of the reference public value for Spain, (PID2021-122386OB-I00), funded by the MCIN, AEI and FEDER, EU. Ministry of Science and Innovation. IP1 Miguel Túñez and IP2 Francisco Campos.

She is part of the research team of the RTVE Chair of the University of Santiago de Compostela on Public Service Media in Europe. https://catedrapsm.com/la-catedra/equipo/

Member of the Research Team: Communication and Education Office. Department of Journalism and Communication Sciences of the UAB. http://www.gabinetecomunicacionyeducacion.com/es/equipo

It is part of the 2022-2023 Innova-Teaching Innovation Project. Project No. 242 Strategies to promote University-Business communication and promote the employment of students throughout their educational career.

She is a researcher at the Chair of Education in Emerging Technologies, Gamification and Artificial Intelligence at the Pablo de Olavide University in Seville. Promote an integrated system of research, training, information and dissemination activities in Education and Technologies (EduEmer). https://www.eduemer.org/miembros-de-la-catedra/

It is part of the Article 83 project through the Complutense Concilium Validated Research Group (931.791) of the Complutense University of Madrid: Customer referencing and loyalty programs in Spanish companies.

She is part of the CONCILIUM research group (931,791) of the Complutense University of Madrid, “Validation of communication models, neurocommunication, business, social networks and gender”.

She is part of the RESEARCH CREATION AND PSYCHOSOCIAL AND CULTURAL EFFECTS OF AUDIOVISUAL DISCOURSE group (940.350) of the Complutense University of Madrid.

It is part of the RTPE project (European Public Radio Television): https://radiotelevisionespublicaseuropeas.com/equipo-de-trabajo/

It is part of the (micro) Machismos project. A project of the Feminisms 4.0 Depo-Uvigo Chair (2021 call). Mulleres pontevedresas on the network. Analysis of discourse, micromachismos and hate speech on Twitter. http://micromachismos.webs.uvigo.es/equipo-investigador/

She was part of the Article 83 project through the Complutense Concilium Validated Research Group (931.791) of the Complutense University of Madrid: Documentary research on customer referral and loyalty programs.

She was part of the working group of the Competitiveness Monitor project of the Island of Tenerife: Economic Development and Sustainability (File 069-2020). IP1 Eduardo Parra López.

She was part of the New values, governance, financing and public audiovisual services for the Internet society: European and Spanish contrasts (RTI2018-096065-B-I00) research project of the State R&D&I Program aimed at the Challenges of Partnership of the Ministry of Science, Innovation and Universities (MCIU), State Research Agency (AEI) and the European Regional Development Fund (ERDF). IP1 Francisco Campos Freire. IP2 Miguel Túñez López. http://novosmedios.gal/es/valores-psm/

She was an associate researcher of the research project Ring of Research in Social Sciences and Humanities, code SOC180045, entitled: “Converging Horizons: Production, Mediation, Reception and Effects of Representations of Marginality”, according to Res. Affecta Nº 025 dated November 22, 2018, and Res. Ex. No. 2000-136 dated December 27, 2018. 305 thousand Euros during the 3 years; University of La Frontera as Main Institution. https://bit.ly/3se2RGx

She was co-host of the weekly program “Miceando, Turismo en Radio” for two years. Activate Radio.

Vice President of the Spanish Association of Scientific Film and Image (ASECIC). https://www.asecic.org/

Director of the academic journal Sciences of Communication and Information (HISIN) C1 in DIALNET Metric Communication and of the academic journal Comunicación y Salud (Complutense University of Madrid) C2 in DIALNET Metric Communication.

María del Carmen Paradinas-Márquez, Department of Business Management, ESIC University/ESIC Business & Marketing School

She is a practicing lawyer with more than twenty years of experience in Labor, Civil and Administrative Law, a specialist in mediation and conflict management and assigned to the ex officio shift of Gender Violence, Administrative Law and Immigration of the Illustrious Bar Association of Madrid.

Paradinas has a doctorate in Tourism from the URJC, a master's degree in Human Resources and Labor Relations from the UCJC and a degree in Law from the UAM. Since 2009 she has been a professor at ESIC Business & Marketing School.

David Caldevilla-Domínguez, UNIVERSITY COMPLUTENSE OF MADRID

David CALDEVILLA-DOMÍNGUEZ: Accredited to professor. Graduate and Doctor in Information Sciences (Audiovisual Communication from the U. Complutense). Diploma in Teaching (U. of Zaragoza). Full professor at the Faculty of Information Sciences of the UCM. Teacher at: U. Complutense, European U. of Madrid, IED, ESERP and IPAM (Oporto-Portugal-). Index h 25.

Secretary General of the SEECI (Spanish Society of Ibero-American Communication Studies), of the History of Information Systems and of the “International Forum of Communication and Public Relations”.

Principal Investigator (PI) of the Complutense Research Group 'Concilium'. Author of more than 150 scientific articles and 6 books: Asturias and La Rioja, a common history, The Spielberg seal, Culture and PR, PR Manual, PR and its foundation and The internal face of business communication. Director of 7 doctoral theses (2 with European mention).

Director of the Latin Magazine of Social Communication (Scopus Q1).

Member of scientific committees in numerous international scientific conferences and journals. Speaker at more than 90 international conferences. Guest signature in various publications and radio talk show.

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