{"id":924,"date":"2018-06-13T09:38:53","date_gmt":"2018-06-13T09:38:53","guid":{"rendered":"https:\/\/mabrian.com\/?p=924"},"modified":"2026-06-30T11:53:02","modified_gmt":"2026-06-30T11:53:02","slug":"hawai-ante-una-crisis-de-comunicacion","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/hawai-ante-una-crisis-de-comunicacion\/","title":{"rendered":"Haw\u00e1i ante una crisis de comunicaci\u00f3n"},"content":{"rendered":"<h3>El inter\u00e9s por visitar el archipi\u00e9lago y las reservas sufren una notable ca\u00edda pese a que la situaci\u00f3n no supone riesgos para los turistas.<\/h3>\n<p>La reciente erupci\u00f3n del volc\u00e1n Kilauea en la isla de Haw\u00e1i, y sobre todo, la gran repercusi\u00f3n que est\u00e1 teniendo en los medios de comunicaci\u00f3n, muestran la importancia de la gesti\u00f3n de la comunicaci\u00f3n para mantener la confianza de los turistas.<\/p>\n<p>Pese a que la zona afectada por la erupci\u00f3n comprende \u00fanicamente el 0,2% del territorio de la isla de Haw\u00e1i (la mayor de las 19 islas que forman el archipi\u00e9lago), la ca\u00edda de reservas est\u00e1 siendo muy acusada, y afecta a todo el archipi\u00e9lago.<\/p>\n<p>En la \u00faltimas semanas, las <a href=\"http:\/\/www.hawaiitourismauthority.org\/news\/special-alert\/\" target=\"_blank\" rel=\"noopener\">autoridades tur\u00edsticas Hawaianas<\/a> se han apresurado en<a href=\"http:\/\/www.hawaiitourismauthority.org\/default\/assets\/File\/news\/KILAUEA%20QUICK%20FACTS(1).pdf\" target=\"_blank\" rel=\"noopener\"> confirmar oficialmente<\/a> que no existe riesgo de viajar a ninguna de las islas, y que todo el sector tur\u00edstico opera con normalidad (vuelos, hoteles, atracciones, etc.) a excepci\u00f3n de dos terceras partes del Parque Volc\u00e1nico Nacional de la isla. Pero la realidad es que ya se contabilizan m\u00e1s de 220 millones de d\u00f3lares en p\u00e9rdidas en el sector.<\/p>\n<p>Las b\u00fasquedas de vuelos para el estado de\u00a0 Haw\u00e1i desde la costa oeste estadounidense han ca\u00eddo un 21%, y las reservas globales alrededor de un 10% seg\u00fan las principales OTAs y GDSs, siendo estas ca\u00eddas mucho m\u00e1s acusadas en algunos mercados concretos. \u00bfPodr\u00eda Haw\u00e1i haber reaccionado antes y de manera m\u00e1s concreta para mitigar el golpe?<\/p>\n<p>La gesti\u00f3n y el correcto an\u00e1lisis de la gran cantidad de datos disponibles actualmente, nos permiten entender las percepciones de los usuarios para medir diferentes sensibilidades y detectar necesidades de comunicaci\u00f3n espec\u00edficas para cada mercado.<\/p>\n<p>As\u00ed, la plataforma de Inteligencia Tur\u00edstica creada por <a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener\">Mabrian Technologies<\/a> cuenta con un \u00edndice de Percepci\u00f3n Clim\u00e1tica, entre otros KPIs, que permite entender diferentes patrones de sentimiento entre mercados, ante un mismo evento.<\/p>\n<p>Tomando como ejemplo el an\u00e1lisis de las m\u00e1s de 900 mil menciones tur\u00edsticas registradas en Redes Sociales para Haw\u00e1i en entre el 1 de mayo y el 7 de junio de 2018, y el mismo periodo del a\u00f1o anterior, podemos extraer un conocimiento muy \u00fatil para la gesti\u00f3n de este tipo de crisis.<\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-933\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/06\/1.es_-2-1.jpg\" alt=\"\" width=\"2286\" height=\"974\" \/>\u00a0<\/strong><\/p>\n<p>A simple vista, detectamos una dr\u00e1stica ca\u00edda general del \u00edndice de Percepci\u00f3n Clim\u00e1tica (PCi), que arrastra a su vez a los dem\u00e1s \u00edndices clave del destino: \u00edndice de Satisfacci\u00f3n de Producto Tur\u00edstico (PTi), \u00edndice de Percepci\u00f3n de Seguridad (PSi) e \u00edndice de Satisfacci\u00f3n Global con el destino (GTPi).<\/p>\n<p>Haciendo un an\u00e1lisis m\u00e1s preciso y segmentado por los principales mercados de origen para el destino, podemos observar claras diferencias de sensibilidad. As\u00ed, vemos que Canadienses y Brit\u00e1nicos son los m\u00e1s sensibles al evento, mientras que australianos y estadounidenses muestran una reacci\u00f3n menos intensa. Por su parte, los japoneses son el mercado que muestra menos preocupaci\u00f3n por la situaci\u00f3n, muy posiblemente a causa de la menor exposici\u00f3n por parte de sus medios locales.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-936\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/06\/2.es_-1-1.jpg\" alt=\"\" width=\"2751\" height=\"1080\" \/><\/p>\n<p>Este grado de sensibilidad nos indica tambi\u00e9n diferentes ritmos de recuperaci\u00f3n de la confianza para estos mercados, marcando la necesidad de actuar primero y de manera m\u00e1s intensa sobre aquellos que m\u00e1s lo necesitan. As\u00ed, en el siguiente gr\u00e1fico de la evoluci\u00f3n temporal de la Percepci\u00f3n Clim\u00e1tica (PCi), podemos observar que pese amostrar un grado de sensibilidad similar canadienses y brit\u00e1nicos, son esto \u00faltimos los que m\u00e1s tiempo tardan en iniciar la recuperaci\u00f3n de confianza (unos 19 d\u00edas).<\/p>\n<p>Por el contrario, los japoneses recuperan el nivel confianza a los valores previos al anuncio inicial del suceso en apenas 4 d\u00edas.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-917\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/06\/chart_pci_evolution-1.png\" alt=\"\" width=\"964\" height=\"300\" \/><\/p>\n<p>En un entorno tan conectado, en el que es imposible controlar los torrentes de informaci\u00f3n que generan los medios de comunicaci\u00f3n, es imprescindible contar con<a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener\"> herramientas de an\u00e1lisis avanzadas<\/a>, que a partir de los datos disponibles y t\u00e9cnicas de Procesamiento Natural del Lenguaje e Inteligencia Artificial, nos ayuden a actuar de manera m\u00e1s \u00e1gil y a concentrar los esfuerzos y recursos donde son necesarios para la gesti\u00f3n de situaciones cr\u00edticas. De hecho, esta es la segunda crisis de seguridad que sufre Haw\u00e1i en los \u00faltimos 6 meses, tras la falsa alerta de un ataque con misiles el pasado enero <a href=\"https:\/\/mabrian.com\/es\/2018\/03\/27\/la-falsa-alarma-de-misiles-en-hawai-hunde-la-percepcion-de-seguridad-de-los-turistas\/\" target=\"_blank\" rel=\"noopener\">(ver post relacionado aqu\u00ed)<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En la \u00faltimas semanas, las autoridades tur\u00edsticas Hawaianas se han apresurado en confirmar oficialmente que no existe riesgo de viajar a ninguna de las islas, y que todo el sector tur\u00edstico opera con normalidad (vuelos, hoteles, atracciones, etc.) a excepci\u00f3n de dos terceras partes del Parque Volc\u00e1nico Nacional de la isla. Pero la realidad es que ya se contabilizan m\u00e1s de 220 millones de d\u00f3lares en p\u00e9rdidas en el sector.<\/p>\n","protected":false},"author":15,"featured_media":3008,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1985,1988,1987,1989,1977,1969],"tags":[1974,1912],"class_list":["post-924","post","type-post","status-publish","format-standard","has-post-thumbnail","category-casos-uso","category-destinos-inteligentes","category-estudios-de-tendencia","category-norteamerica","category-smart-destinations","category-use-cases","tag-marketing-agencies-solutions","tag-smartdestinations-es"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Haw\u00e1i ante una crisis de comunicaci\u00f3n - Data Appeal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datappeal.io\/hawaii-communication-crisis\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Haw\u00e1i ante una crisis de comunicaci\u00f3n - Data Appeal\" \/>\n<meta property=\"og:description\" content=\"En la \u00faltimas semanas, las autoridades tur\u00edsticas Hawaianas se han apresurado en confirmar oficialmente que no existe riesgo de viajar a ninguna de las islas, y que todo el sector tur\u00edstico opera con normalidad (vuelos, hoteles, atracciones, etc.) a excepci\u00f3n de dos terceras partes del Parque Volc\u00e1nico Nacional de la isla. 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