PROMOTION OF A HERITAGE CITY BASED ON THE TOURIST'S STORYTELLING ON INSTAGRAM
Abstract
The isolation caused by the COVID-19 pandemic magnified the increase in Internet users, this confinement caused people to look for activities that could be done inside home but that allowed them to have the feeling of living real experiences and being in contact with the outside. Thus, in 2020 new ways of doing tourism were observed, at home, where ICTs and social networks were essential. During this period, digital storytelling specifically stood out, a technique that allows people to enjoy the travels and experiences of others in a closer way, through shared photographs and videos that are accompanied by the traveler's narration, which allows others their transportation to those places through remote and digital observation. The objective of this work is to analyze the creation of value and the tourist experience achieved from the publications of photographs and video that include narrative and personal history of those who publish them, to understand how tourism promotion is built by individuals and to know the scope of the communications on social networks. The methodology uses content analysis and presents an interpretive and participatory netnography analyzed on the social network Instagram, in publications that take place in Oaxaca, a heritage city. The results present the observation The results present the observation of 68 photographs with storytelling and 68 without storytelling, at least 4 levels of participation were distinguished. The commercial possibility of digital storytelling is recognized to highlight the benefits of Mexican heritage cities, thus their valuation and optimization of their management.
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