Resumen

MOO CANUL, María de Jesús. Technology-based methodological innovations for communication research and tourism in areas with protected species. Sintaxis [online]. 2025, n.15, pp.75-91.  Epub 01-Sep-2025. ISSN 2594-1682.  https://doi.org/10.36105/stx.2025n15.05.

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.

Palabras llave : communication; social representations; ethnographic observation; sustainability.

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