Redes sociales y gamificación como herramientas de comunicación transformadoras. El turismo y la pandemia
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2025
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VisualCOM Scientific Publications
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Lavilla, D., y Ayestarán Crespo, R. (2025). Redes sociales y gamificación como herramientas de comunicación transformadoras: Turismo y pandemia. Street Art & Urban Creativity , 11 (3), 165–178. https://doi.org/10.62161/sauc.v11.5744
Abstract
La pandemia, especialmente durante el confinamiento, ha marcado un punto de inflexión en la transformación digital en casi todas las áreas de negocio y conocimiento. El sector turístico es un claro ejemplo. Si bien no fue posible visitar en persona lugares emblemáticos de cada país, se han abierto nuevas vías para acercar el mundo del turismo al prosumidor (Toffler, 1980). La gamificación (Teixes, 2014) ha desempeñado un papel decisivo en este proceso. A través de aplicaciones y técnicas de comunicación virtual e inmersiva, el usuario conectado ha podido descubrir información sobre muchos de los lugares que anhelaba visitar de forma tangible. Por lo tanto, se podría afirmar que los propios destinos turísticos han reconocido la tecnología como una herramienta para mejorar la interacción con sus futuros visitantes.
The pandemic, particularly during the period of confinement, has marked a turning point in digital transformation across nearly all areas of business and knowledge. The tourism sector serves as a prime example. Although in-person visits to emblematic locations in each country were not possible, new avenues have opened up to bring the world of tourism and the prosumer closer together (Toffler, 1980). Gamification (Teixes, 2014) has played a decisive role in this process. Through apps and virtual and immersive communication techniques, the connected user has been able to discover information about many of the places they have longed to visit in a tangible way. Therefore, it could be argued that tourist destinations themselves have recognised technology as a tool to enhance engagement with their future visitors.
The pandemic, particularly during the period of confinement, has marked a turning point in digital transformation across nearly all areas of business and knowledge. The tourism sector serves as a prime example. Although in-person visits to emblematic locations in each country were not possible, new avenues have opened up to bring the world of tourism and the prosumer closer together (Toffler, 1980). Gamification (Teixes, 2014) has played a decisive role in this process. Through apps and virtual and immersive communication techniques, the connected user has been able to discover information about many of the places they have longed to visit in a tangible way. Therefore, it could be argued that tourist destinations themselves have recognised technology as a tool to enhance engagement with their future visitors.