{"id":981,"date":"2018-07-23T08:48:01","date_gmt":"2018-07-23T08:48:01","guid":{"rendered":"https:\/\/mabrian.com\/?p=981"},"modified":"2026-06-30T11:53:03","modified_gmt":"2026-06-30T11:53:03","slug":"lloret-de-mar-reposiciona-su-marca-con-ayuda-del-big-data","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/lloret-de-mar-reposiciona-su-marca-con-ayuda-del-big-data\/","title":{"rendered":"Lloret de Mar reposiciona su marca con ayuda del Big Data"},"content":{"rendered":"<h3><strong>El objetivo de Lloret Turisme es evolucionar desde un turismo tradicional basado en sol y playa, hacia un visitante menos estacional y con intereses m\u00e1s heterog\u00e9neos.<\/strong><\/h3>\n<p><a href=\"http:\/\/lloretdemar.org\/es\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lloret de Mar<\/a>, con 1,1 millones de visitantes y 5,3 millones de pernoctaciones en 2017, es el 5\u00ba municipio tur\u00edstico vacacional m\u00e1s importante de Espa\u00f1a. Pese a su consolidado \u00e9xito como destino tradicional entre los principales mercados tur\u00edsticos para el pa\u00eds (Gran Breta\u00f1a, Alemania, Francia, etc.), los gestores tur\u00edsticos de Lloret han trazado un ambicioso plan estrat\u00e9gico de reposicionamiento para conseguir tener un destino m\u00e1s equilibrado y menos dependiente de mercados y productos tur\u00edsticos concretos.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-977\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/07\/Screen-Shot-2018-07-23-at-08.29.46-1.png\" alt=\"\" width=\"2058\" height=\"1136\" \/><\/p>\n<p>Una de las piedras angulares de este plan es conocer los intereses y percepciones de los visitantes, e identificar los productos tur\u00edsticos que pueden ayudar a la transformaci\u00f3n del destino, consiguiendo que repercuta de la manera m\u00e1s equitativa posible en la econom\u00eda local. Para ello, se est\u00e1n apoyando en la <a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener noreferrer\">herramienta de Travel Intelligence de Mabrian<\/a>, que les permite captar y analizar las interacciones espont\u00e1neas de los usuarios en Medios Sociales y portales de opini\u00f3n, con respecto al destino.<\/p>\n<p>Este conocimiento ya est\u00e1 siendo aplicado para segmentar y personalizar la comunicaci\u00f3n, as\u00ed como para el lanzamiento de campa\u00f1as de marketing espec\u00edficas como <a href=\"https:\/\/mylloret.lloretdemar.org\/es\/\" target=\"_blank\" rel=\"noopener noreferrer\">#beallortenec<\/a>, que busca captar el inter\u00e9s de nichos de mercado espec\u00edficos y en relaci\u00f3n a productos concretos, con m\u00e1s inter\u00e9s para el destino.<\/p>\n<p>Del an\u00e1lisis de las preferencias e intereses de los visitantes de Lloret de Mar en el primer semestre de 2018, ya se pueden observar claras tendencias que van en la l\u00ednea de los objetivos estrat\u00e9gicos de Lloret Turisme.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-982\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/07\/actual-1.jpg\" alt=\"\" width=\"2744\" height=\"1339\" \/><\/p>\n<p>El inter\u00e9s mostrado por los usuarios sobre los productos de Sol y Playa y Ocio nocturno, cl\u00e1sicos para el destino, se ha visto reducido a favor de un aumento del inter\u00e9s en productos tur\u00edsticos Culturales, Activos y Familiares. Con esto, se reduce el peso relativo, y la dependencia de estos productos tur\u00edsticos tradicionales, ofreciendo alternativas que aportan valor para Lloret.<\/p>\n<p>Sin embargo, es interesante comparar esta evoluci\u00f3n de los intereses, con el nivel de satisfacci\u00f3n que muestran los visitantes de \u00e9stos, en sus interacciones en Medios Sociales. As\u00ed, vemos como ejemplo, que mientras el producto Cultural genera m\u00e1s inter\u00e9s y tambi\u00e9n m\u00e1s satisfacci\u00f3n, el producto Activo genera m\u00e1s inter\u00e9s, pero una menor satisfacci\u00f3n por parte de los usuarios, en comparaci\u00f3n al primer semestre de 2017. El producto Familiar, se muestra pr\u00e1cticamente estable en el indicador de satisfacci\u00f3n.<\/p>\n<p>La monitorizaci\u00f3n en tiempo real de estos indicadores, junto a muchos otros que ofrece la <a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener noreferrer\">plataforma de Mabrian<\/a>, permitir\u00e1 a Lloret medir y actuar de manera \u00e1gil ante la evoluci\u00f3n del entorno y la demanda.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El objetivo de Lloret Turisme es evolucionar desde un turismo tradicional basado en sol y playa, hacia un visitante menos estacional y con intereses m\u00e1s heterog\u00e9neos.<\/p>\n","protected":false},"author":15,"featured_media":70185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1988,1987,1971,1977],"tags":[1909,1974],"class_list":["post-981","post","type-post","status-publish","format-standard","has-post-thumbnail","category-destinos-inteligentes","category-estudios-de-tendencia","category-europa","category-smart-destinations","tag-marketingsolutions","tag-marketing-agencies-solutions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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