Procesos cocreativos en la construcción de la imagen de los destinos turísticos: los influencers como actores en la cocreación
Resumen
El cambio de paradigma hacia un mercado orientado a la demanda ha convertido a los turistas en cocreadores de productos y servicios. Con las redes sociales han surgido los influencers que ayudan a dar forma a la imagen de los destinos e influyen en las decisiones de viaje de los turistas potenciales. Este análisis sistemático basado en el marco ADO-TCM muestra que los influencers actúan como catalizadores de la cocreación, aunque su papel aún no se ha investigado en profundidad en la literatura, y ofrece conlusiones teóricas y prácticas.
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