Autenticidad en las redes sociales: una perspectiva del turismo post-postmoderno
DOI:
https://doi.org/10.11606/issn.1984-4867.v35ip61-77Palabras clave:
Turismo, Autenticidade, Redes sociales, Gestión de destinos turísticosResumen
En la era digital, el concepto de autenticidad en el turismo ha sido fundamentalmente transformado por la influencia de las redes sociales. Este artículo explora la noción evolutiva de autenticidad a través de una lente post-postmoderna. Su objetivo principal es destacar la importancia de las plataformas de redes sociales en la creación de una percepción post-postmoderna de autenticidad. El estudio destaca cómo los Millennials priorizan la “instagramabilidad” en sus elecciones de viaje, buscando destinos que proporcionen contenido visualmente atractivo y compartible. A pesar del aumento del contenido generado por los usuarios y la democratización del intercambio de información, existe un creciente escepticismo sobre la autenticidad de las imágenes en las redes sociales, usualmente editadas. Este ensayo teórico adopta una metodología exploratoria y descriptiva, analizando artículos académicos y fuentes no académicas para comprender la interacción entre las redes sociales y la autenticidad. Los resultados sugieren que los turistas están valorando cada vez más las experiencias y los lugares popularizados por las redes sociales, a veces por encima de los sitios históricamente auténticos. Este cambio subraya la necesidad de que las Organizaciones de Gestión de Destinos y las empresas adapten sus estrategias de marketing para resonar con las percepciones contemporáneas y digitalmente influenciadas de autenticidad. Al examinar los constructos de autenticidad y redes sociales, el artículo contextualiza la autenticidad dentro de las tendencias sociales y tecnológicas actuales, proponiendo el concepto de ‘alterrealidad’ como un marco para entender la búsqueda de los turistas por la fantasía en escenarios realistas.
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Derechos de autor 2024 Bruna Tavares de Almeida, Sérgio Rodrigues Leal
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