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Collaborative tourism communication 2.0: Promotion, advertising and interactivity in government tourism websites in Latin America

Abstract:

Introduction. Tourism communication is undergoing a process of transformation. It has evolved from controlled mass communication, focused on the asymmetrical and one-way promotion of popular tourist destinations, to a new era of web-based multimedia information. This research evaluates what we have termed collaborative tourism communication 2.0 in the government tourism websites of 22 Latin American countries. Methods. The study is based on a purpose-created model of analysis that takes into account the website’s tools, accessibility, digital resources, generation of products, interactive spaces (mainly social networks), and creation of virtual communities. Results and conclusions. Tourism communication needs to adopt a collaborative approach that involves a two-way and interactive communication model in which both parties have equal opportunities of participation. Websites have become consolidated as an essential platform for tourism promotion and advertising, but these platforms need to be adapted to the changing needs and behaviours of the tourist 2.0, through the use of resources and tools that make the tourism offer more attractive and through the creation spaces of interaction that allow users to participate and obtain direct advice on the web.