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.
Highlights
Extensive scientific research has been carried out on archaeological sites extensive scientific research has been carried out on archaeological sites such as Noheda, there are relatively few studies that address the information sources used such as Noheda, there are relatively few studies that address the information sources used by visitors to research this type of destination, both in terms of when they decide to travel by visitors to research this type of destination, both in terms of when they decide to travel to an archaeological site and when they promote it, for example, by recommending it to to an archaeological site and when they promote it, for example, by recommending it to family and family friends.and
Suggestions can be made for the promotion of such tourism resources; in this case, an archaeological site in one of the most unpopulated rural areas in Spain
Tourism resources in rural areas, such as the Roman villa of Noheda, are a great attraction for rural regions as unpopulated as the Alcarria of Cuenca, which is located in what is known as empty Spain
Summary
Rural tourism and cultural tourism offer an alternative to the sun-and-sand destination model, which could positively affect the regional and sustainable development of many towns and municipalities in unpopulated areas [3]. This has benefited rural areas, where rural tourism is becoming more valued and can represent new opportunities for economic development. The development of this type of tourism can be a beneficial activity in three ways: (1) by responding to the demands of a progressive tourist clientele, (2) by safeguarding cultural and natural heritage that is in danger of disappearing, and (3) by creating employment other than in agriculture preventing the abandonment of rural areas for urban ones [2]
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