La promoción del turismo musical: los festivales de música en Facebook

Abstract

This paper aims to contribute to the study of social networks as a resource in tourism communication and promotion, through the case of music festivals on Facebook (FB). Following a qualitative approach, the discourses of a selection of FB pages about Spanish festivals were analysed, emphasizing hybridity and polyphony as main features. Results also suggest that the use of social network in tourism facilitates the interaction between attendees and their respective community and provides data on customer satisfaction, while exerting a positive infl uence on patronizing intention.

Keywords

• Cultural Tourism
• Music Tourism
• Music Festival
• Facebook
• Social Networks