Interactivity and participation of the tourist 2.0: Analysis of the tourist behavior in front of the tourism promotion in official social networks in Ibero American Governments

摘要

This article investigates how the Governments of the 22 Iberoamerica countries carried out touristic promotion ad dissemination. Digital strategies and 2.0 communication were analyzed: the interactive communication platforms used, supply, updating content, users participations, and interaction for which a combination of qualitative and quantitative methodologies were applied from used monitoring official web portals and social networks (Facebook, Google + y Twitter). Among, the major findings are digital convergence of tourism communication and participation of tourists 2.0 vs. government stands offer.