{"id":14986,"date":"2024-05-20T15:12:00","date_gmt":"2024-05-20T15:12:00","guid":{"rendered":"https:\/\/mabrian.com\/?p=14986"},"modified":"2026-06-30T11:54:25","modified_gmt":"2026-06-30T11:54:25","slug":"la-percepcion-climatica-de-portugal-y-grecia-las-que-mejor-resisten-al-calentamiento-global-entre-los-destinos-mediterraneos","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/la-percepcion-climatica-de-portugal-y-grecia-las-que-mejor-resisten-al-calentamiento-global-entre-los-destinos-mediterraneos\/","title":{"rendered":"La percepci\u00f3n clim\u00e1tica de Portugal y Grecia, las que mejor resisten al calentamiento global entre los destinos mediterr\u00e1neos"},"content":{"rendered":"\n
Nuestros datos indican que Francia, Reino Unido y Estados Unidos son, de entre los mercados principales para los destinos mediterr\u00e1neos, los m\u00e1s sensibles en cuanto a la percepci\u00f3n clim\u00e1tica, lo que demuestra la importancia de aplicar inteligencia de datos para alinear las expectativas de los viajeros, su satisfacci\u00f3n con la experiencia y futura demanda.<\/h5>\n\n\n\n
Estar preparado y disponer de inteligencia de datos para hacer frente a los efectos del cambio clim\u00e1tico en la percepci\u00f3n de los destinos pueden marcar la diferencia a la hora de dise\u00f1ar y ejecutar estrategias de promoci\u00f3n tur\u00edsticas, para garantizar que las expectativas de los viajeros est\u00e9n lo m\u00e1s cerca posible de la experiencia real. Este es uno de los principales apuntes que presentamos en el panel del Resilience Council, celebrado en la reciente edici\u00f3n de Arabian Travel Market 2024.<\/p>\n\n\n\n
Carlos Cendra, Director de Marketing y Comunicaci\u00f3n de Mabrian se uni\u00f3 a esta mesa redonda con Nikolaos Gkolfinopoulos, Head of Tourism de ICF; Alastair Crossley, director global de Soluciones de Viajes de AXA; Ali Haider, director para Oriente Medio y \u00c1frica de Fragomen\/Nomadic; y Elizabeth Maclean, codirectora general de Herdwick Communications.<\/p>\n\n\n\n
Para abordar c\u00f3mo la resiliencia y la percepci\u00f3n de los viajeros son los puntales sobre los que construir, proteger e impulsar la reputaci\u00f3n y la imagen de marca de cualquier destino del mundo, usamos como ejemplo la influencia del cambio clim\u00e1tico, en concreto el calentamiento global, en la percepci\u00f3n de los viajeros para cinco destinos mediterr\u00e1neos competidores (Espa\u00f1a, Italia, Grecia, Turqu\u00eda y Portugal) durante el verano de 2023.<\/strong><\/p>\n\n\n\n
Durante el panel de debate, presentamos datos sobre el \u00cdndice de Percepci\u00f3n Clim\u00e1tica (PCI por sus siglas en ingl\u00e9s) de los principales mercados emisores de estos destinos mediterr\u00e1neos (Reino Unido, Francia, Italia, Alemania, Estados Unidos, Pa\u00edses Bajos, Suecia y Dinamarca). Cuanto m\u00e1s alto es el \u00edndice, m\u00e1s satisfechos est\u00e1n los viajeros con el clima en el destino, ya que se est\u00e1n cumpliendo sus expectativas. El objetivo de este an\u00e1lisis es proporcionar contexto sobre el impacto en las temperaturas r\u00e9cord alcanzadas el verano pasado, en un a\u00f1o que, seg\u00fan el Servicio de Cambio Clim\u00e1tico Cop\u00e9rnico de la Uni\u00f3n Europea, fue el m\u00e1s caluroso jam\u00e1s registrado, y que, adem\u00e1s, ha acelerado a\u00fan m\u00e1s el calentamiento en Europa, dos veces m\u00e1s r\u00e1pido que el promedio mundial.<\/p>\n\n\n\n
Turqu\u00eda: c\u00f3mo utilizar la percepci\u00f3n clim\u00e1tica como ventaja<\/strong><\/h4>\n\n\n\n
Al analizar la temporada de verano de 2023, el \u00cdndice de Percepci\u00f3n Clim\u00e1tica de Portugal y Grecia muestran el comportamiento m\u00e1s consistente<\/strong> y, por tanto, una mejor percepci\u00f3n de todos los mercados emisores analizados. Portugal es el destino que tiene una mejor percepci\u00f3n global del \u00cdndice Clim\u00e1tico (90,8 puntos de media, de 100 posibles),<\/strong> aunque las altas temperaturas estivales tienen un efecto claro, empujando el \u00edndice a la baja en julio y agosto. Grecia (88,8 puntos de media) es el destino que cuenta <\/strong>con una percepci\u00f3n clim\u00e1tica m\u00e1s estable a lo largo de los meses estudiados.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Cabe resaltar que, no todos los destinos siguen un patr\u00f3n uniforme: Turqu\u00eda es un buen ejemplo de c\u00f3mo pasar de un peor desempe\u00f1o durante la temporada intermedia previa al verano, a una fuerte recuperaci\u00f3n, con un aumento progresivo de 14 puntos durante la temporada alta<\/strong>, convirti\u00e9ndose en el destino mediterr\u00e1neo que m\u00e1s mejor\u00f3 su \u00cdndice de Percepci\u00f3n Clim\u00e1tica, alcanzando los niveles de Portugal y Grecia (86,6 puntos).<\/p>\n\n\n\n
En cambio, Italia <\/strong>(de 90,5 a 87,4 sobre 100 puntos posibles), y en particular Espa\u00f1a<\/strong> (de 90,8 a 83,4 puntos), tuvieron un \u00cdndice de Percepci\u00f3n Clim\u00e1tica menos estable, presentando fuertes ca\u00eddas durante el pico de la temporada, en julio y agosto<\/strong>. Espa\u00f1a es, de hecho, el destino que m\u00e1s sufre descenso del \u00edndice, muy variable con fuertes contrastes a lo largo del periodo estudiado; y algunos de sus principales mercados emisores (Francia, Reino Unido y Estados Unidos) fueron especialmente sensibles a la estas condiciones extremas.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Francia, el mercado m\u00e1s sensible al cambio clim\u00e1tico<\/strong><\/h4>\n\n\n\n
Nuestro an\u00e1lisis tambi\u00e9n profundiz\u00f3 en la sensibilidad a los efectos del cambio clim\u00e1tico en los mercados emisores clave para estos destinos mediterr\u00e1neos.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n
Los mercados emisores m\u00e1s sensibles a la percepci\u00f3n clim\u00e1tica son Francia, Reino Unido y Estados Unidos<\/strong>, adem\u00e1s de Espa\u00f1a y Alemania; mientras que los pa\u00edses n\u00f3rdicos (Dinamarca y Suecia) e Italia son los que menos.<\/p>\n\n\n\n
Una tendencia relevante observada es que los tres mercados m\u00e1s sensibles a la percepci\u00f3n de clima (Francia, Reino Unido y Estados Unidos) tienden a mostrar una satisfacci\u00f3n menor con los productos y servicios tur\u00edsticos de los pa\u00edses con \u00edndices m\u00e1s bajos de percepci\u00f3n clim\u00e1tica<\/strong>, a saber, Espa\u00f1a e Italia. Esto demuestra la importancia de monitorizar este factor, ya que influye directamente en la experiencia global del visitante y puede, potencialmente, afectar a la demanda; y la relevancia de llevar a cabo campa\u00f1as promocionales capaces de gestionar las expectativas clim\u00e1ticas en estos mercados emisores, para no penalizar el resto de la experiencia.<\/p>\n\n\n\n
\n
\u201cSer \u00e1giles para adaptarse a los efectos del cambio clim\u00e1tico, un cambio contextual estructural e inevitable, implica entender las amenazas y oportunidades en la gesti\u00f3n de los destinos, aprovechando la inteligencia de datos para tener claridad a la hora de tomar decisiones tanto de estrategia, como de desarrollo de oferta tur\u00edstica adaptada, como de infraestructuras, comunicaci\u00f3n y promoci\u00f3n de los destinos. La preocupaci\u00f3n por el cambio clim\u00e1tico es una tendencia social y tur\u00edstica cada vez m\u00e1s relevante, y es estrat\u00e9gico entender, a partir de inteligencia de datos, c\u00f3mo est\u00e1 influyendo en las decisiones de los viajeros, en los h\u00e1bitos de reserva y, sobre todo, de recomendaci\u00f3n\u201d.<\/em><\/p>\nCarlos Cendra Cruz, director de Marketing y Comunicaci\u00f3n de Mabrian<\/em><\/strong><\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"
Nuestros datos indican que Francia, Reino Unido y Estados Unidos son, de entre los mercados principales para los destinos mediterr\u00e1neos, los m\u00e1s sensibles en cuanto a la percepci\u00f3n clim\u00e1tica, lo…<\/p>\n","protected":false},"author":15,"featured_media":74147,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1988,1971,1977,1983],"tags":[1970],"class_list":["post-14986","post","type-post","status-publish","format-standard","has-post-thumbnail","category-destinos-inteligentes","category-europa","category-smart-destinations","category-sostenibilidad-turistica","tag-newmabrian-es"],"yoast_head":"\n
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