Impact of Information Sources on Promoting Tourism in a Rural Region: The Case of the Roman Villa of Noheda

Nuria Huete-Alcocer and Miguel Ángel Valero-Tévar
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Nuria Huete-Alcocer: Faculty of Economics and Business, University of Castilla-La Mancha, Plaza de la Universidad N° 1, 02071 Albacete, Spain
Miguel Ángel Valero-Tévar: Faculty of Education Sciences and Humanities, University of Castilla-La Mancha, Avda. de los Alfares N° 42, 16071 Cuenca, Spain

Sustainability, 2021, vol. 13, issue 14, 1-23

Abstract: This paper presents a comparative analysis of the tools provided by the internet (social networks, websites, etc.) and traditional media (television, newspapers, word of mouth, etc.) in terms of their impact on the promotion of a tourism resource in a rural area: the Roman villa of Noheda (Cuenca). Both of the aforementioned sources of information play a relevant role in promoting such archaeological destinations and influencing tourists’ decision-making when planning their visit. The literature suggests that social networks as well as other electronic channels can attract large numbers of tourists; however, this has not happened in the case of the archaeological site under study. It has become known through coverage in more traditional media such as television and the national and international press. Knowledge of the use of internet tools to promote these heritage sites is still very limited; thus, this study collected information through a questionnaire on the different sources of information (traditional and online) that tourists used when deciding to visit this site. An ANOVA analysis has been used to determine the relationship between the different sources of information and the place of residence and between said information sources and the overnight stays near Noheda. The results point to strategies that can be developed to promote these cultural resources in order to achieve the economic development of rural regions such as the Alcarria of Cuenca.

Keywords: rural destinations; economic development; tourism; resources; promotion; information sources (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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