EDITOR’S NOTE: This is a guest post by Leopoldo Martínez D., a researcher and consultant on social media corporate intelligence and lecturer at UCV and IESA (Venezuela), and it was originally published on his blog (in Spanish).
As I stated in the first part of this post, I will show how online reputation evaluation was used in a real situation related to the tourism industry.
The unexpected event: A shooting at a music festival in Playa del Carmen, Riviera Maya
January 6-15, 2017, a music festival was scheduled to be held in Playa del Carmen, as well as a series of events related to both music and the tourism industry. On January 15, a shooting occurred in a well-known bar where people were celebrating the end of the festival.
When the shooting happened, messages quickly spread through social networks to give information and comment on the context in which the incident and how it happened. Some conversations revealed an interesting fact: The shooting was not an isolated event but stemmed from the “situation of crime that the Riviera Maya went through in 2011″.
Could this affect the Riviera Maya’s reputation as a tourist destination? Could “several years in a situation of crime” have already influenced the tourism industry’s image? These are some of the questions that the public and private actors that provide services and products in this tourist area might have been asking themselves.