[Mobile pdf] Marketing del turismo cultural (Libros profesionales) (Spanish Edition)

[Mobile pdf] Marketing del turismo cultural (Libros profesionales) (Spanish Edition)


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Marketing del turismo cultural (Libros profesionales) (Spanish Edition)

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Author : Nuria Recuero Virto, Francis Blasco Loacute;pez, Jesuacute;s Garciacute;a de Madariaga Miranda
DOC | *audiobook | ebooks | Download PDF | ePub

Description : Es la victoria del visitante. Tras antilde;os de lucha de autoaprendizaje, de adaptacioacute;n a las nuevas tecnologiacute;as y de convivir en dos entornos paralelos de forma simultaacute;nea, el fiacute;sico y el digital, el turista ha logrado obtener su mejor premio. Ha dejado de ser un visitante maacute;s para convertirse en uno con nombres y apellidos. La explosioacute;n digital ha derivado hacia la democratizacioacute;n del conocimiento. La mayor de sus consecuencias es que ahora ya no basta con facilitar informacioacute;n. Los turistas de hoy estaacute;n socialmente hiperconectados. Ya no solo consumen sino que participan en la creacioacute;n de su propia experiencia. Al compartir sus vivencias en las comunidades virtuales estaacute;n mejor informados, lo que les lleva a ser maacute;s exigentes.Es una nueva era para los bienes patrimoniales. Su valor excepcional los ha transformado en productos turiacute;sticos exclusivos. Aunque el turismo es su mayor fuente de ingresos, esta actividad comercial conduce en muchos casos a una explotacioacute;n sin medidas de control. El debate estaacute; abierto: iquest;coacute;mo garantizar la sostenibilidad de los recursos patrimoniales y al mismo tiempo satisfacer las necesidades de los visitantes? En este libro se busca resolver la paradoja de este binomio inseparable en un contexto tecnoloacute;gicamente revolucionario.Las organizaciones encargadas de la gestioacute;n de los productos turiacute;sticos patrimoniales se han presentado como las primeras en ponerse al servicio de los visitantes. Este manual da respuesta a los gestores y empleados de organizaciones patrimoniales que se plantean los siguientes interrogantes: iquest;coacute;mo pueden estos recursos satisfacer las necesidades de los turistas hiperconectados?, iquest;coacute;mo se debe disentilde;ar un producto turiacute;stico que posibilite el disfrute de experiencias personalizadas?, iquest;coacute;mo se crea un diaacute;logo con los visitantes que genere engagement?, iquest;coacute;mo se recaudan fondos para el patrimonio cultural en el siglo XXI?, iquest;coacute;mo puede un Plan de Marketing favorecer al desarrollo sostenible?Iacute;ndiceEl consumo turiacute;stico del patrimonio cultural.- Caracteriacute;sticas del marketing turiacute;stico de productos patrimoniales.- Plan de marketing para productos patrimoniales.- El producto turiacute;stico patrimonial.- El precio y los ingresos del producto patrimonial.- La promocioacute;n para productos patrimoniales en la era digital.- La distribucioacute;n multicanal de los bienes culturales.- Las personas que configuran un producto patrimonial.- La evidencia fiacute;sica de los entornos patrimoniales.- El proceso de estandarizacioacute;n de los productos patrimoniales.- La asociacioacute;n en la sociedad de consumo.- La programacioacute;n como valor antilde;adido.- La presentacioacute;n de lo exclusivo.- Presupuesto, implementacioacute;n y control.

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