Cultural Tourism in Social Media, the paradigm of the Camino de Santiago Francés

Regions along the Camino Francés, a historic pilgrimage route that has evolved into a significant tourist destination, are urged to optimize their use of Facebook for promotional purposes. A study analyzing official fan pages from Navarre, Aragon, La Rioja, Castile-Leon, and Galicia found that while social media offers substantial interactive potential, some regions underutilize these tools, hindering their positioning as competitive tourist destinations. The research employed performance indicators such as Presence/Visibility, Engagement/Interactivity, and Content, measured through the online analysis tool Fanpage Karma%, to assess the effectiveness of these platforms in tourism promotion.

Vazquez, C. R., Lozano, F. B., & Pollan, M. M. (2020). Cultural Tourism in Social Media, the paradigm of the Camino de Santiago Francés. 2020 15th Iberian Conference on Information Systems and Technologies (CISTI), 1–6. https://doi.org/10.23919/cisti49556.2020.9140955