{"id":5831,"date":"2017-03-22T09:18:44","date_gmt":"2017-03-22T08:18:44","guid":{"rendered":"http:\/\/cienciagandia.webs.upv.es\/ca\/?p=5831"},"modified":"2017-03-22T14:29:32","modified_gmt":"2017-03-22T13:29:32","slug":"eina-per-valorar-leficiencia-comunicativa-destinacions-turistiques-sostenibles","status":"publish","type":"post","link":"https:\/\/cienciagandia.webs.upv.es\/ca\/2017\/03\/eina-per-valorar-leficiencia-comunicativa-destinacions-turistiques-sostenibles\/","title":{"rendered":"Eina per a valorar l&#8217;efici\u00e8ncia comunicativa de destinacions tur\u00edstiques sostenibles"},"content":{"rendered":"<p>La comunicaci\u00f3 estrat\u00e8gica dels llocs patrimonials \u00e9s un <strong>instrument clau per a realitzar una gesti\u00f3 tur\u00edstica sostenible,<\/strong> segons afirma <a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.Info?p_alias=dteruel&amp;P_IDIOMA=v\">Lola Teruel<\/a>, professora i investigadora de <a href=\"http:\/\/www.upv.es\/titulaciones\/GGT\/index-va.html\">Turisme<\/a> en la <a href=\"http:\/\/www.upv.es\/index-va.html\">Universitat Polit\u00e8cnica de Val\u00e8ncia<\/a> i per a avaluar els resultats de la comunicaci\u00f3 estrat\u00e8gica, es necessita disposar d&#8217;una eina; el seu objectiu ha de ser permetre&#8217;ns analitzar <strong>l&#8217;efici\u00e8ncia comunicativa de les tecnologies de la informaci\u00f3 i la comunicaci\u00f3 (TIC)<\/strong> en la seua contribuci\u00f3 a la gesti\u00f3 tur\u00edstica sostenible i com a via per a la interpretaci\u00f3 del patrimoni. Aquest instrument \u00e9s el que ha desenvolupat la investigadora <a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.Info?p_alias=dteruel&amp;P_IDIOMA=v\">Lola Teruel<\/a>, com un dels resultats de la seua tesi doctoral: <a href=\"https:\/\/riunet.upv.es\/handle\/10251\/61304\">\u2018An\u00e0lisi de la comunicaci\u00f3 estrat\u00e8gica dels llocs patrimonials i espais protegits a trav\u00e9s de les tecnologies de la informaci\u00f3 i les comunicacions i la seua relaci\u00f3 amb la gesti\u00f3 tur\u00edstica sostenible&#8221;.<\/a><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\" wp-image-5818 alignleft\" src=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2017\/03\/kimon-maritz-181128-333x500.jpg\" alt=\"\" width=\"275\" height=\"413\" srcset=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2017\/03\/kimon-maritz-181128-333x500.jpg 333w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2017\/03\/kimon-maritz-181128-167x250.jpg 167w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2017\/03\/kimon-maritz-181128-768x1152.jpg 768w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2017\/03\/kimon-maritz-181128-100x150.jpg 100w\" sizes=\"auto, (max-width: 275px) 100vw, 275px\" \/>El Q\u00fcestionari d&#8217;Efici\u00e8ncia Comunicativa, explica <a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.Info?p_alias=dteruel&amp;P_IDIOMA=v\">Lola Teruel<\/a>, situa la comunicaci\u00f3 estrat\u00e8gica com un <strong>instrument de gesti\u00f3 tur\u00edstica eficient i sostenible<\/strong> i a les tecnologies de la informaci\u00f3 i la comunicaci\u00f3 com un mitj\u00e0 per a arribar a aquesta fi: \u2018La comunicaci\u00f3 estrat\u00e8gica t\u00e9 responsabilitats superiors a l&#8217;emissi\u00f3 d&#8217;informaci\u00f3 i suport a la promoci\u00f3 tur\u00edstica; aquestes noves atribucions es dirigeixen cap a l&#8217;obtenci\u00f3 de finan\u00e7ament per als llocs patrimonials i protegits, la creaci\u00f3 de capacitats i com a eina per a augmentar l&#8217;estima de turistes i residents en la conservaci\u00f3 d&#8217;aquests espais entre uns altres\u2019, afirma la investigadora.<\/p>\n<p>Per al treball de camp de la recerca, la professora de Turisme ha analitzat la comunicaci\u00f3 estrat\u00e8gica de 120 llocs declarats Patrimoni de la Humanitat per la <a href=\"http:\/\/es.unesco.org\/\">UNESCO<\/a> entre els quals s&#8217;expliquen el <a href=\"https:\/\/www.nps.gov\/yell\/index.htm\">Parc Nacional Yellowstone<\/a>, als Estats Units i el Parc Arqueol\u00f2gic de <a href=\"http:\/\/visitpetra.jo\/\">Petra<\/a>, a Jord\u00e0nia.<\/p>\n<p>En resum, la recerca conclou que<strong> les tecnologies de la informaci\u00f3 i la comunicaci\u00f3 contribueixen a augmentar l&#8217;efici\u00e8ncia comunicativa en la gesti\u00f3 sostenible d&#8217;un lloc patrimonial<\/strong>, sempre que estiguen al servei d&#8217;una comunicaci\u00f3 estrat\u00e8gica. \u2018La tecnologia al servei de la comunicaci\u00f3 ens permet con\u00e8ixer i estimar la destinaci\u00f3 abans de visitar-la; ens ajuda a entendre millor els missatges interpretatius amb, per exemple, aplicacions interactives, o a trav\u00e9s de missatges emesos per xarxes socials; tamb\u00e9 fa possible <strong>recomanar la destinaci\u00f3 i els seus valors<\/strong> una vegada l\u2019hem abandonada\u2026 i a la destinaci\u00f3 li permet, per exemple, utilitzar les seues <strong>plataformes web per a aconseguir finan\u00e7ament<\/strong>\u2019, explica la investigadora.<\/p>\n<p><strong>LA TECNOLOGIA SENSE GESTI\u00d3 NO SERVEIX<\/strong><\/p>\n<p><a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.Info?p_alias=dteruel&amp;P_IDIOMA=v\">Lola Teruel<\/a> afirma que els llocs web, les xarxes socials, les tecnologies interactives, aplicacions m\u00f2bils o els videojocs, s\u00f3n eines que s&#8217;estan utilitzant en la gesti\u00f3 de llocs patrimonials i en alguns casos estan obtenint molt bons resultats; no obstant a\u00e7\u00f2, afirma, no \u00e9s estrany trobar que el gestor responsable del lloc es preocupe per la introducci\u00f3 de tecnologies avan\u00e7ades per\u00f2 que no realitze una planificaci\u00f3 de la comunicaci\u00f3 estrat\u00e8gica. Una comunicaci\u00f3 que, per a contribuir a la sostenibilitat del b\u00e9 patrimonial, ha de tenir cura dels missatges i procurar la conscienciaci\u00f3 dels usuaris. \u2018Han de ser <strong>missatges que interpreten el patrimoni,<\/strong> que no enganyen, que no cerquen \u2018all\u00f2 ex\u00f2tic\u2019 i que posen en valor all\u00f2 que t\u00e9 d&#8217;original i \u00fanic la destinaci\u00f3, de manera que predispose el visitant a voler con\u00e8ixer-la i a voler cuidar-la, perqu\u00e8 \u00e9s conscient de la seua fragilitat\u2019, explica la doctora <a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.info?PE=78mSD%2FYIsTh9%2B278we8QKfXnqHJFT%2BzfNAwMMYQiYDL0i7lVQyCjFXaFOtRc0p0zN4D0Ype%2FGLZoD0wvUzsh3ykEp4ZjgL%2FFoKQcQ2TyAfwoC%2FjqSPLRDA%3D%3D&amp;P_IDIOMA=c&amp;P_VISTA=\">Lola Teruel.<\/a><\/p>\n<p>La investigadora assenyala a m\u00e9s que la facilitat de disposar d&#8217;aquestes tecnologies pot convertir-se en una amena\u00e7a si no s&#8217;acompanyen d&#8217;un manteniment i actualitzaci\u00f3 d\u2019aquestes: \u2018Ni tan sols des del punt de vista promocional \u00e9s favorable ja que els indicis de caducitat de les dades denoten descuit, la qual cosa desqualifica a la destinaci\u00f3 en el seu conjunt\u2019, afirma.<\/p>\n<p><strong>FALTA DE FORMACI\u00d3<\/strong><\/p>\n<p>Per a <a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.Info?p_alias=dteruel&amp;P_IDIOMA=v\">Lola Teruel<\/a>, la manca m\u00e9s notable que s&#8217;ha detectat \u00e9s un d\u00e8ficit en la professionalitzaci\u00f3 per al desenvolupament de continguts i manteniment dels llocs web analitzats. En aquest sentit, afirma \u2018s&#8217;observa\u00a0<strong>la necessitat de formaci\u00f3 de professionals<\/strong> de la comunicaci\u00f3 i interpretaci\u00f3 del patrimoni <img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5821 alignleft\" src=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2017\/03\/katelyn-wamsley-216286-750x500.jpg\" alt=\"\" width=\"325\" height=\"229\" \/>per a interactuar amb els usuaris de forma eficient i productiva. Aquesta formaci\u00f3 ha de respondre a un programa de comunicaci\u00f3 que fa\u00e7a possible la <strong>producci\u00f3 de continguts interpretatius adequats per a garantir la gesti\u00f3 sostenible de la destinaci\u00f3 patrimonial.<\/strong> D&#8217;aquesta forma, afirma, podran aprofitar-se totes les potencialitats que ofereixen les tecnologies de la informaci\u00f3 i la comunicaci\u00f3.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La comunicaci\u00f3 estrat\u00e8gica dels llocs patrimonials \u00e9s un instrument clau per a realitzar una gesti\u00f3 tur\u00edstica sostenible, segons afirma Lola Teruel, professora i investigadora de &#8230; <a title=\"Eina per a valorar l&#8217;efici\u00e8ncia comunicativa de destinacions tur\u00edstiques sostenibles\" class=\"read-more\" href=\"https:\/\/cienciagandia.webs.upv.es\/ca\/2017\/03\/eina-per-valorar-leficiencia-comunicativa-destinacions-turistiques-sostenibles\/\" aria-label=\"Read more about Eina per a valorar l&#8217;efici\u00e8ncia comunicativa de destinacions tur\u00edstiques sostenibles\">Llegir m\u00e9s<\/a><\/p>\n","protected":false},"author":15,"featured_media":5816,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[254],"tags":[55,1094,78,589,255,706,972,217],"class_list":["post-5831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-turisme","tag-upvgandiaciencia","tag-campus-de-gandia","tag-gandia","tag-universitat-politecnica-de-valencia","tag-destacat-en-en","tag-destacat-ca","tag-upv","tag-web-social","resize-featured-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Eina per a valorar l&#039;efici\u00e8ncia comunicativa de destinacions tur\u00edstiques sostenibles - Campus de Gandia Ciencia - UPV Universitat Polit\u00e8cnica de Val\u00e8ncia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cienciagandia.webs.upv.es\/ca\/2017\/03\/eina-per-valorar-leficiencia-comunicativa-destinacions-turistiques-sostenibles\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eina per a valorar l&#039;efici\u00e8ncia comunicativa de destinacions tur\u00edstiques sostenibles - Campus de Gandia Ciencia - UPV Universitat Polit\u00e8cnica de Val\u00e8ncia\" \/>\n<meta property=\"og:description\" content=\"La comunicaci\u00f3 estrat\u00e8gica dels llocs patrimonials \u00e9s un instrument clau per a realitzar una gesti\u00f3 tur\u00edstica sostenible, segons afirma Lola Teruel, professora i investigadora de ... 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