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

引用

Built Heritage 2024年第2期8卷 67-78页

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 ATEC Management research Group Faculty of Economic SciencesUniversidad Nacional de San MartínJr.Maynas N°177TarapotoPerú Faculty of Systems and Informatics Engineering Universidad Nacional de San MartínJr.Maynas N°177TarapotoPerú Tourism Development and International Business research Group Faculty of EconomicAdministrative and Accounting SciencesUniversidad Nacional Autónoma de Alto AmazonasProlongación Libertad 1220-1228YurimaguasPerú Tourism Development and International Business research Group Faculty of International Business and TourismUniversidad Nacional Autonoma de Alto AmazonasProlongación Libertad 1220-1228YurimaguasPerú

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 Villages”seal 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.

关键词： Cultural heritage Cultural preservation Cultural promotion Digital attraction Digital communication Government Social networks Tourism development Visitors

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