Xacobeo: la percepción del Camino de Santiago en la prensa internacional (2009-2017)
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摘要
Este trabajo estudia la percepción que la prensa internacional tiene del Camino de Santiago mediante el análisis de 111.968 artículos publicados en 21 idiomas durante el período 2009-2017. En el trabajo, que se ha identificado como una actividad de marca con la colaboración de los sectores público y privado, se basa en tres hipótesis: 1) la cobertura de prensa internacional del Camino de Santiago es estacional, es decir, está directamente relacionada con un aumento en verano el número de visitantes; 2) el Camino es un activo relevante en la construcción de la imagen de España como destino turístico internacional en materia de cultura, religión y arte; y 3) la marca Xacobeo es reconocida y está bien posicionada en la prensa de referencia. En cuanto a la primera suposición, se ha observado un aumento en la cobertura de la prensa internacional del Camino –generalmente positivo–, hecho que coincide con un aumento en el número de peregrinos durante los meses de verano, y cuando esta cobertura continúa en los meses siguientes aumenta el número de visitantes La segunda suposición también ha sido confirmada. Pero con respecto a la marca Xacobeo, su percepción deja mucho que desear: parece el gran desafío empresarial para impulsar el turismo en los próximos años.
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