Imágenes turísticas de las ciudades españolas a partir de la ficción audiovisual
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El mercado turístico es cada vez más competitivo y en él los destinos con imágenes más fuertes y positivas son los más probables de ser elegidos por los turistas. La inducción de la imagen del destino turístico ha pasado, por tanto, a ser reclamo para atraer visitantes. Los productos audiovisuales se han convertido en una gran oportunidad de promoción turística, convirtiéndose los destinos turísticos en las ubicaciones de las tramas de nuestras películas y series favoritas. El objetivo de esta investigación es analizar la percepción de algunas ciudades españolas por parte del espectador a través de su emplazamiento en dos tipos de productos audiovisuales, largometrajes y series de ficción. La metodología de análisis usada ha sido la cuantitativa, vía encuestas a espectadores nacionales (n=334). Los principales resultados muestran una percepción positiva de la imagen de las ciudades visionadas en series y películas con alta valoración por parte del espectador, con una alta predisposición a ser elegidas como destino vacacional a corto y medio plazo; además de considerar que el incluir ciudades u otros rodajes en exteriores aportan valor a una serie o largometraje. También que, en el territorio español, son Madrid y Barcelona las ciudades con mayor presencia en el sector audiovisual según la percepción de los espectadores.
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