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Big data y turismo cinematográfico: ¿Un factor de predicción? El caso de Juego de Tronos en Osuna

Ramos Lobo, Jesús; Pedregal Mateos, Belén

Abstract

El turismo cinematográfico es una actividad en claro ascenso. Existen multitud de precedentes de producciones cinematográficas que han tenido un gran impacto en el turismo local. A este hecho se une, en los últimos años, el auge del uso de las redes sociales como modo de entretenimiento, foro de discusión y fuente de noticias, impulsado por las tecnologías web 2.0, teniendo, a su vez, repercusiones en aspectos de la vida real. El 2 de julio de 2014, HBO, la productora de Juego de Tronos, anunció que el municipio de Osuna (Sevilla) sería uno de los escenarios donde tendría lugar el rodaje de la quinta temporada de la serie. El impacto generado en las redes sociales fue inmediato y, a partir de nuestro trabajo, pretendemos averiguar el alcance e implicación de esta noticia en el turismo de esta localidad. En concreto, se analiza la intensidad, comportamiento temporal y origen de las búsquedas sobre el municipio en Google -antes y después del anuncio de la productora HBO- y su impacto en la afluencia de visitantes en el municipio. El análisis concluye que efectivamente las búsquedas de Google han sido un factor predictivo del comportamiento turístico en el municipio.

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