Comportamiento digital del turista cultural: canales, contenidos y preferencias de los visitantes de la Casa de Olmedo
DOI:
https://doi.org/10.63688/h7m1rn80Palabras clave:
turismo cultural, comportamiento digital, redes sociales, contenido audiovisual, patrimonio culturalResumen
Introducción: La transformación digital ha modificado la manera en que los turistas descubren, valoran y se relacionan con los destinos culturales. Este estudio analiza el comportamiento digital de los visitantes de la Casa de Olmedo, patrimonio cultural ubicado en Babahoyo, Ecuador, con énfasis en los canales utilizados, el interés por recibir información y los formatos de contenido preferidos.
Metodología: Se desarrolló un estudio cuantitativo, descriptivo, no experimental y transversal. Se analizaron las respuestas de 205 visitantes, procedentes de Babahoyo, localidades aledañas y otras zonas del país, mediante una encuesta estructurada aplicada en formato digital. El análisis se basó en frecuencias y porcentajes.
Resultados: El 97,6 % manifestó interés en recibir contenido sobre la Casa de Olmedo. Facebook fue la red social de mayor uso (61,0 %), seguida de TikTok (23,4 %), Instagram (8,3 %) y YouTube (7,3 %). En cuanto a formatos, los videos concentraron el 52,7 % de las preferencias, seguidos por fotografías (22,9 %), reels (8,8 %), transmisiones en vivo (8,3 %) y artes promocionales (7,3 %). Además, el 97,1 % consideró que una campaña digital podría incrementar el interés turístico.
Conclusiones: Los visitantes presentan una marcada disposición hacia la información turística digital y una preferencia por contenidos audiovisuales. La combinación de Facebook como canal de alcance y el video como formato dominante ofrece una base empírica para diseñar contenidos culturales ajustados a las prácticas de consumo digital del público.
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Derechos de autor 2026 Georgina Nataly Pacheco Casco (Autor/a)
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
