A social media adoption strategy for cultural dissemination in municipalities with tourist potential:Lamas,Peru,as a case study

作     者：Pierre Vidaurre-Rojas Seidy Janice Vela-Reátegui Lloy Pinedo Miguel Valles-Coral Jorge Raul Navarro-Cabreraand Very Rengifo-Hidalgo Teresa del Pilar López-Sánchez JoséSeijas-Díaz Ángel Cárdenas-García Rosa Elena Cueto-Orbe 

作者机构：ATEC Management Research GroupFaculty of Economic SciencesUniversidad Nacional de San MartínJr.Maynas N°177TarapotoPerú Faculty of Systems and Informatics EngineeringUniversidad Nacional de San MartínJr.Maynas N°177TarapotoPerú Tourism Development and International Business Research GroupFaculty of EconomicAdministrative and Accounting SciencesUniversidad Nacional Autónoma de Alto AmazonasProlongación Libertad 1220-1228YurimaguasPerú Tourism Development and International Business Research GroupFaculty of International Business and TourismUniversidad Nacional Autonoma de Alto AmazonasProlongación Libertad 1220-1228YurimaguasPerú 

出 版 物：《Built Heritage》 (建成遗产（英文）)

年 卷 期：2024年第8卷第2期

页      面：67-78页

核心收录：

学科分类：12[管理学] 120203[管理学-旅游管理] 1202[管理学-工商管理] 

基　　金：funded by the Universidad Nacional de San Martín through Resolution No.611-2022-UNSM/CU-R 

主　　题：Cultural heritage Cultural preservation Cultural promotion Digital attraction Digital communication Government Social networks Tourism development Visitors 

摘      要：Social media is commonly used by governments to disseminate information related to transparency and institutional promotion,but its potential for the dissemination of cultural resources is often *** research proposes a strategy for adopting social media to achieve cultural dissemination in the municipality of Lamas,Peru,which has tourism potential and has been awarded the“Best Tourism Villagesseal of the World Tourism ***,we propose a case study at a propositional exploratory *** start by determining the current state of dissemination of tangible and intangible resources,as well as the practical use of social media,through a survey of 20 *** results reveal that crafts are the most widely disseminated tangible resource in the municipality(according to 55%of officials),and intangible resources are occasionally disseminated(50%).We also find that Facebook is the only digital channel used to disseminate cultural *** this context,we formulate a strategy for adopting social media to improve cultural dissemination,which consists of six phases:(i)forming a work team,(ii)preparing a budget plan,(iii)strengthening capacities,(iv)taking inventory of cultural resources,(v)coordinating community interests and(vi)preparing a cultural dissemination *** findings can contribute to formulating public initiatives for the institutionalisation of social media in governments for the purposes of preserving,promoting and guaranteeing the accessibility of cultural heritage.