La imagen proyectada de dos destinos patrimoniales italianos: el caso de Florencia y Venecia

[Resumen] La presente tesis doctoral tiene como objetivo principal analizar la promoción de la imagen turística de las ciudades italianas de Florencia y Venecia y los efectos que esta imagen tiene en la percepción global que los turistas españoles se forman de estos destinos. Con esta finalidad, se ha elaborado un marco teórico sobre el proceso de formación de la imagen de los destinos turísticos, la gestión y comercialización de ésta así como la importancia de las estrategias de promoción turística. El diseño metodológico del estudio ha consistido en una investigación cualitativa basada en el análisis sociológico del discurso y el análisis documental de los folletos de promoción turística utilizados por Florencia y Venecia en sus estrategias de comercialización turística. Fue a partir de la interpretación de la imagen proyectada a través de discursos visuales y textuales de los folletos que se identificaron los atributos utilizados en la estrategia de promoción de la imagen de los destinos estudiados y se comprobó que la estrategia adoptada para el uso de tales atributos tiene una relación directa con la tipología, la estructura y la variedad de información que se busca emitir. A partir de las etapas analíticas de los discursos generados, se constató que los folletos distribuidos por los agentes públicos de Venecia se centran principalmente en el patrimonio arquitectónico religioso, generando de este modo, una incoherencia con la imagen orgánica, inducida y compleja que los grupos de participantes tienen formadas sobre el destino. En relación a las percepciones acerca de la imagen promocionada de Florencia, los folletos compuestos por una variedad de imágenes de diversos elementos tangibles han sido valorados positivamente por los participantes como elementos de motivación para la visita al lugar, demostrando una línea de coherencia con la imagen proyectada por el destino.[Abstract]This thesis has as main objective to analyze the promotion of the tourist image of the Italian cities of Florence and Venice and the effects that this image has on the overall perception of the Spanish tourists about these destinations. For this purpose, a theoretical framework was developed on the destination image formation, management and marketing of this and the importance of tourism promotion strategies. The methodological design of the study consisted of a qualitative research based on the sociological analysis of discourse and documental analysis of brochures used by Florence and Venice in tourism marketing strategies. It was based on the interpretation of the image projected through visual and textual discourses of brochures that attributes used in the promotion strategy of the image destinations studied were identified and it was found that the strategy adopted for using such attributes is directly related to the typology, structure and variety of information. From the analysis of the discourses produced, it was found that the material distributed by public agents of Venice mainly focus on the religious architectural heritage, thereby generating an inconsistency with the images organic, induced and complex which group participants have formed on the destination. Regarding perceptions of the image promoted by Florence, the brochures containing a variety of images of different tangible elements have been positively assessed by the participants as elements of motivation for visiting the place, showing coherence with the image projected by the destination

Comparative study of competitiveness with SIIC in two wine tourism routes: Rias Baixas Wine Route and Strada dei vini e dei sapori "Città Castelli Ciliegi"

This paper aims at comparing the operation of two wine-routes in two different countries. In wine regions, the wine tourism is a source of economic development and it is considerate interesting to understand the management of the routes and of its main attractions. Both Galicia as Emilia Romagna are large wine-producing regions in Europe. These regions have designations of origin dating back decades and their developed works resulted in the increase in the number of visitors to the destinations. This research applied the Integrated Interfunctional System for Competitiveness, based on the diamond of Porter in order to describe and analyze comparatively the strategies of these two wine-touristic routes. The strategies adopted by both routes generated advantages to face its competitors. This study is divided into 6 sections: a) Introduction; b) The SIIC; c) The wine tourism in Galicia and Italy; d) The methodological design; e) Presentation of results; and f) Final considerations. It hopes with this work to provide the studies in the referred segment with indicators able to improve the competitiveness.O presente artigo tem como objetivo analisar comparativamente ofuncionamento de duas rotas enoturísticas em dois países diferentes.Em regiões produtoras de vinho, o enoturismo é uma fonte a mais dedesenvolvimento econômico e resulta interessante entender como serealiza a gestão das rotas, e os principais atrativos nesse mercado.Tanto a Galiza como a Emilia Romana são grandes regiões produtorasde vinho na Europa. Possuem denominações de origem que remontamhá várias décadas e vieram desenvolvendo trabalhos que resultaram noaumento do número de visitantes ao destino. Esta investigação utilizouo Sistema Interfuncional Integrado da Competitividade, baseado nodiamante de Porter para realizar um estudo descritivo, analisandocomparativamente as estratégias dessas duas rotas enoturísticas. Asestratégias adotadas por ambas as rotas geraram vantagens frente aosseus competidores. Este trabalho está estruturado em 6 seções: a)Introdução; b) O SIIC; c) O enoturismo na Galiza e em Itália; d) Odesenho metodológico; e) Apresentação dos resultados; e, f)Considerações finais. Com este trabalho buscamos dotar aos estudosdeste segmento de indicadores capazes de melhorar a competitividade

El techo de cristal en la intermediación turística: El caso de Galicia

The Galician tourist industry has a predominantly female staff, however, the glass roof is present in some companies of the intermediation sector which are quite hierarchical. Thereby, this study concentrates on analyzing the discourses of female workers from the Galician intermediation companies with the aim of interpreting the values, meanings, stereotypes and sanctions existing in the relationship between work versus gender in the sector. With this study we hope to provide visibility to the barriers that cause waste of trained human capital.La industria turística gallega presenta una plantilla primordialmente femenina, sin embargo, el techo de cristal se detecta en algunas empresas de intermediación del sector bastante jerarquizadas. Así, este estudio se concentra en analizar los discursos de trabajadoras de las empresas de intermediación gallegas con el objetivo de interpretar los valores, significados, estereotipos y sanciones que median las relaciones trabajo por género en el sector. Con este estudio esperamos ofrecer visibilidad a las barreras que provocan desperdicio de capital humano capacitado

NEOTROPICAL CARNIVORES: a data set on carnivore distribution in the Neotropics

Mammalian carnivores are considered a key group in maintaining ecological health and can indicate potential ecological integrity in landscapes where they occur. Carnivores also hold high conservation value and their habitat requirements can guide management and conservation plans. The order Carnivora has 84 species from 8 families in the Neotropical region: Canidae; Felidae; Mephitidae; Mustelidae; Otariidae; Phocidae; Procyonidae; and Ursidae. Herein, we include published and unpublished data on native terrestrial Neotropical carnivores (Canidae; Felidae; Mephitidae; Mustelidae; Procyonidae; and Ursidae). NEOTROPICAL CARNIVORES is a publicly available data set that includes 99,605 data entries from 35,511 unique georeferenced coordinates. Detection/non-detection and quantitative data were obtained from 1818 to 2018 by researchers, governmental agencies, non-governmental organizations, and private consultants. Data were collected using several methods including camera trapping, museum collections, roadkill, line transect, and opportunistic records. Literature (peer-reviewed and grey literature) from Portuguese, Spanish and English were incorporated in this compilation. Most of the data set consists of detection data entries (n = 79,343; 79.7%) but also includes non-detection data (n = 20,262; 20.3%). Of those, 43.3% also include count data (n = 43,151). The information available in NEOTROPICAL CARNIVORES will contribute to macroecological, ecological, and conservation questions in multiple spatio-temporal perspectives. As carnivores play key roles in trophic interactions, a better understanding of their distribution and habitat requirements are essential to establish conservation management plans and safeguard the future ecological health of Neotropical ecosystems. Our data paper, combined with other large-scale data sets, has great potential to clarify species distribution and related ecological processes within the Neotropics. There are no copyright restrictions and no restriction for using data from this data paper, as long as the data paper is cited as the source of the information used. We also request that users inform us of how they intend to use the data