<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8618</journal-id>
<journal-title><![CDATA[RETOS. Revista de Ciencias de la Administración y Economía]]></journal-title>
<abbrev-journal-title><![CDATA[Retos]]></abbrev-journal-title>
<issn>1390-8618</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86182018000200135</article-id>
<article-id pub-id-type="doi">17163/ret.n15.2018.09</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Redes sociales como medio de promoción turística en los países iberoamericanos]]></article-title>
<article-title xml:lang="en"><![CDATA[Social networks as a means of tourist promotion in the ibero-american countries]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gutiérrez Montoya]]></surname>
<given-names><![CDATA[Guillermo Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez Jiménez]]></surname>
<given-names><![CDATA[Miguel Ángel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Galiano Coronil]]></surname>
<given-names><![CDATA[Araceli]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Don Bosco  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>El Salvador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Cádiz  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Cádiz  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<volume>8</volume>
<numero>15</numero>
<fpage>135</fpage>
<lpage>150</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86182018000200135&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86182018000200135&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86182018000200135&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  A través de las redes sociales es posible crear una comunidad virtual alrededor de una marca, permitiendo a los usuarios que lo deseen informarse e interaccionar con las publicaciones realizadas por la misma. En este contexto destacan las redes sociales como canales para obtener y difundir información sobre experiencias de viaje, siendo de gran influencia por parte de los turistas a la hora de tomar una decisión de compra. De esta manera, es de interés conocer cómo los destinos turísticos utilizan estas redes sociales para realizar sus estrategias de marketing. Así, el objetivo del presente estudio es analizar la actividad y efectividad de las redes sociales oficiales para la promoción turística de los países iberoamericanos. Para ello se consideran las variables de «presencia», «engagement» y «tipo de publicaciones» que se miden a través de una serie de indicadores de rendimiento mediante la herramienta de análisis online Fanpage Karma®. Los resultados especifican que cada red social puede ser utilizada para un objetivo en particular. Facebook destaca como la principal red social más completa para la promoción del destino turístico con un mayor número de seguidores. Instagram se convierte en la red social principal para general una mayor interacción con los usuarios mientras Twitter va evolucionando a un canal de noticias y comunicación. Destacar también la importancia del carácter visual de las publicaciones para el ámbito turístico, siendo las que más interacciones suelen generar.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Through social networks it is possible to create a virtual community around a brand allowing users who wish to inform themselves and interact with the publications made by the brand itself. In this context, these social networks stand out as a channel to obtain and disseminate information on travel experiences, being of great influence on the part of tourists when making a purchase decision. In this way, it is interesting to know how tourist destinations use these social networks to carry out their marketing strategies. Thus, the objective of this study is to analyze the activity and effectiveness of official social networks for tourism promotion in Ibero-American countries. To do this, we consider the variables of &#8220;presence&#8221;, &#8220;engagement&#8221; and &#8220;type of publications&#8221; that are measured through a series of performance indicators using the online analysis tool Fanpage Karma®. The results specify that each social network can be used for a particular goal. Facebook stands out as the most complete social network for the promotion of tourist destination with a greater number of followers. Instagram becomes the main social network for general greater interaction with users while Twitter evolves into a news and communication channel. Also highlight the importance of the visual nature of publications for the tourism sector, being those that most often generate interactions of the social networks studied are useful according to the objective to be achieved.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Turismo]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[ROI]]></kwd>
<kwd lng="es"><![CDATA[engagement]]></kwd>
<kwd lng="es"><![CDATA[países iberoamericanos]]></kwd>
<kwd lng="en"><![CDATA[Tourism]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[ROI]]></kwd>
<kwd lng="en"><![CDATA[engagement]]></kwd>
<kwd lng="en"><![CDATA[Ibero-American countries]]></kwd>
</kwd-group>
</article-meta>
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