<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-1682</journal-id>
<journal-title><![CDATA[Sintaxis]]></journal-title>
<abbrev-journal-title><![CDATA[Sintaxis]]></abbrev-journal-title>
<issn>2594-1682</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac México, Centro de Investigación para la Comunicación Aplicada]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-16822025000200075</article-id>
<article-id pub-id-type="doi">10.36105/stx.2025n15.05</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Innovaciones metodológicas basadas en tecnologías para la investigación de la comunicación y turismo en áreas con especies protegidas]]></article-title>
<article-title xml:lang="en"><![CDATA[Technology-based methodological innovations for communication research and tourism in areas with protected species]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moo Canul]]></surname>
<given-names><![CDATA[María de Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma del Estado de Quintana Roo  ]]></institution>
<addr-line><![CDATA[ Quintana Roo]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<numero>15</numero>
<fpage>75</fpage>
<lpage>91</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-16822025000200075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-16822025000200075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-16822025000200075&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Esta investigación analiza innovaciones metodológicas en el estudio de la comunicación y el turismo en áreas con especies protegidas, centrándose en Cozumel, México. Su objetivo es explorar cómo tecnologías emergentes, como cámaras 360 y rastreo ocular, contribuye a la comprensión de las interacciones entre turistas y gestores. Se adopta una aproximación etnográfica visual con técnicas como touring with video, mapas de calor, rastreo ocular y análisis de emociones para examinar estas interacciones. A partir de observaciones etnográficas y del análisis de representaciones sociales, técnicas tradicionales que fundamentan estas innovaciones, se investiga cómo los turistas perciben los espacios protegidos y cómo la comunicación con los gestores influye en su comportamiento. Los resultados evidencian que el uso de estas tecnologías permite una comprensión más amplia y detallada del fenómeno comunicacional en entornos como el del presente estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This research analyzes methodological innovations in the research of communication and tourism in areas with protected species, focusing on Cozumel, Mexico. The principal aim was to reconnoiter how the use of emerging technologies, such as 360-degree cameras and eye tracking, enhances the understanding of communicative interactions between tourists and site managers in these environments. A visual ethnographic approach is adopted, incorporating techniques such as touring with video, heat maps, eye tracking and emotion analysis to examine these interactions. Through ethnographic observations and the analysis of social representations, traditional techniques that underpin these innovations, the study investigates how tourists perceive areas with protected species and how communication with managers influences their behavior. The findings demonstrate that the use of these technologies provides a broader and more detailed understanding of the communication phenomenon in contexts like the one under study.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[representaciones sociales]]></kwd>
<kwd lng="es"><![CDATA[observación etnográfica]]></kwd>
<kwd lng="es"><![CDATA[sustentabilidad]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[social representations]]></kwd>
<kwd lng="en"><![CDATA[ethnographic observation]]></kwd>
<kwd lng="en"><![CDATA[sustainability]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baudrillard]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[La sociedad de consumo: sus mitos, sus estructuras]]></source>
<year>2009</year>
<publisher-name><![CDATA[Siglo XXI de España Editores]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dicks]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Soyinka]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Coffey]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Multimodal ethnography]]></article-title>
<source><![CDATA[Qualitative Research]]></source>
<year>2006</year>
<volume>6</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>77-96</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ekman]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Facial Expressions]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Dalgleish]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Power]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[Handbook of Cognition and Emotion]]></source>
<year>1999</year>
<page-range>301-20</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lévi-Strauss]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Antropología estructural: mito, sociedad, humanidades]]></source>
<year>1987</year>
<publisher-name><![CDATA[Siglo XXI]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mejía]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Sobre la investigación cualitativa. Nuevos conceptos y campos de desarrollo]]></article-title>
<source><![CDATA[Investigaciones Sociales]]></source>
<year>2004</year>
<volume>8</volume>
<numero>13</numero>
<issue>13</issue>
<page-range>277-99</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="">
<collab>Noldus Information Technology</collab>
<source><![CDATA[Acerca de Noldus]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Norris]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Analyzing multimodal interaction: A methodological framework]]></source>
<year>2004</year>
<publisher-name><![CDATA[Routledge]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pink]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Guest editor&#8217;s introduction: Applied visual anthropology. Social intervention, visual methodologies and anthropology theory]]></article-title>
<source><![CDATA[Visual Anthropology Review]]></source>
<year>2004</year>
<volume>20</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>3-16</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pink]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Sense and sustainability: The case of the Slow City movement]]></article-title>
<source><![CDATA[Local Environment: The International Journal of Justice and Sustainability]]></source>
<year>2008</year>
<volume>13</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>95-106</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pink]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The sensory sociality of ethnographic place-making: An urban tour]]></article-title>
<source><![CDATA[Ethnography]]></source>
<year>2008</year>
<volume>9</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>175-96</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pink]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Multimodality, multisensoriality and ethnographic knowing: Social semiotics and the phenomenology of perception]]></article-title>
<source><![CDATA[Qualitative Research]]></source>
<year>2011</year>
<volume>11</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>261-76</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pink]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Caminar con la cámara. El video como método de investigación etnográfica]]></article-title>
<source><![CDATA[Maguaré]]></source>
<year>2023</year>
<volume>37</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>155-84</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Schutz]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[El problema de la realidad social]]></source>
<year>1974</year>
<publisher-name><![CDATA[Amorrortu Editores]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Valencia]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Elementos de la construcción, circulación y aplicación de las representaciones sociales]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Rodríguez]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<source><![CDATA[Representaciones sociales: teoría e investigación]]></source>
<year>2007</year>
<page-range>51-88</page-range><publisher-name><![CDATA[Universidad de Guadalajara]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
