La influencia de los videos cortos en las redes sociales en la toma de decisiones turísticas
un enfoque de ingeniería de marketing entre jóvenes universitarios en México
Los videos cortos, cuya duración varía entre 15 segundos y 3 minutos, se han consolidado como una herramienta eficaz para promocionar bienes y servicios, especialmente en el sector turístico. Su impacto radica en su naturaleza visual y de rápido consumo, permitiendo a los usuarios obtener información inmediata sobre destinos, cultura y atracciones.
Introducción: El artículo es producto de una investigación sobre cómo los videos cortos se han convertido en una fuente clave para la toma de decisiones de viaje, especialmente cuando son compartidos por influencers y viajeros frecuentes en plataformas sociales. La investigación se desarrolló en la Universidad Michoacana de San Nicolás de Hidalgo, en Morelia, México, en el año 2024.
Metodología: El estudio adoptó un enfoque mixto, con alcance exploratorio-descriptivo y diseño transversal. Se realizó una revisión de literatura y se elaboró un instrumento de 28 ítems para evaluar cuatro dimensiones: uso, confianza, impacto e influencers.
Conclusiones: Los resultados revelan que las audiencias jóvenes recurren a los videos cortos para explorar opciones antes de viajar, siendo influenciadas principalmente por creadores de contenido en TikTok e Instagram.
Originalidad y limitaciones: La investigación contribuye a la comprensión del papel de los videos cortos en el turismo, destacando su impacto en las decisiones de viaje. No obstante, se centra en un contexto particular y en un único momento, por lo que futuros estudios podrían considerar otros contextos y estudios longitudinales.
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Derechos de autor 2026 Ingeniería Solidaria
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
Compromiso ético y cesión de derechos
El autor debe declarar que su trabajo es original e inédito y que no se ha postulado a evaluación simultánea para su publicación por otro medio. Además, debe asegurar que no tiene impedimentos de ninguna naturaleza para la concesión de los derechos previstos en el contrato.
El autor se compromete a esperar el resultado de evaluación de la revista Ingeniería Solidaria, antes de considerar su presentación a otro medio; en caso de que la respuesta de publicación sea positiva, adicionalmente, se compromete a responder por cualquier acción de reivindicación, plagio u otra clase de reclamación que al respecto pudiera sobrevenir por parte de terceros.
Asimismo, debe declarar que, como autor o coautor, está de acuerdo por completo con los contenidos presentados en el trabajo y ceder todos los derechos patrimoniales, es decir, su reproducción, comunicación pública, distribución, divulgación, transformación, puesta a disposición y demás formas de utilización de la obra por cualquier medio o procedimiento, por el término de su protección legal y en todos los países del mundo, al Fondo Editorial de la Universidad Cooperativa de Colombia, de manera gratuita y sin contraprestación presente o futura.
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