In fields such as journalism, the digitalization process runs in parallel to that of robotisation tasks, which facilitate professional work and imply the loss of routine jobs at the same time, but also the need to train in emerging disciplines that are progressively entering media newsrooms. The automation of documentation and news production is based on Artificial Intelligence (AI) and Big Data (BG). The main objective of this article is to search for theoretical references on AI applied to journalism as well as to learn about the case of BeSoccer through a case study and in-depth interviews with its CEO and marketing manager. The results allow us to discover new journalism production forms closely linked to BD and IA.

This manuscript investigates the use of social media, specifically Twitter, during the forest fires in Artenara and Valleseco, Canary Islands, Spain, during summer 2019. The used methodology was big-data analysis through the Union Metrics and Twlets tools, as well as content analysis of posts related to the fires written by seven relevant accounts on the days when the fires were active, which was between 17 August and 26 September, when 9636.40 hectares were burned. The accounts selected for analysis were the following: Ángel Víctor Torres, autonomous president; Canary Islands Government; Civil Protection of Las Palmas; Military Emergency Unit of the Spanish Army; Delegation of the Spanish Government in the Canary Islands; Citizen’s Service of the Canary Islands Government; and the information account of the Security and Emergency area of the Canary Islands Government. The study concludes that the Canary Islands authorities did not use social media as a preventive element, but almost exclusively as a live-information channel. Future recommendations are presented for the management of social media during natural disasters.

Sustainability is to promote economic growth that generates equitable wealth for all without harming the environment, becoming one of the objectives that serve as a starting point for many place branding strategies. Cultural heritage, environmental sustainability, and the valorization of the territory are nowadays unavoidable elements to sustain brands. This research analyzes the transmission of place branding values through experiential events, as a formula for business improvement according to the principles of sustainable development. The research is focused on the case of wine in British Columbia (Canada). The methodology applied was based on a theoretical framework as a starting point for the study. From there, on the one hand, an analysis of the contents of the events carried out by the winegrowers of British Columbia during the harvest months in 2019 and 2020 has been carried out. On the other hand, interviews were conducted with relevant professionals and academics in the sector in order to determine the extent to which they meet the needs of promotion of the site, taking into account the impact on the sustainability of the territory. The results show the link between the events and the territory brand, which is a means to generate growth through wine tourism promoted by the wineries, thus revaluing the winegrowing landscape and, in general, the traditions of the place, among others. There is also a need to look for strategies that seek collaboration between the public and private sectors to improve the creation of integrated events that transmit the branding values of the place. Events are a tool to generate territory branding and can, if well-conceived, contribute to the sustainable development goals (SDGs). In the case study, the results show that the vast majority of events organized by BC wineries aim to promote place branding within the framework of sustainability. A methodology that could be applicable to other territories and countries.

The aim of this article is to analyze the social media effects on enotourism. Two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain. Methodologically, an analysis of the content on Twitter has been performed, collecting 1377 tweets. The conclusion is that wineries create sentimental and experiential links with the users, avoiding commercial communications. Specifically, Okanagan wineries establish a relevant conversation network on Twitter based on the high percentage of responses, which is 31.3%, but this is not so in the case of Somontano, which is 12.8%. The tourist attractions most used to create a bond are the wine landscape and the gastronomy in the case of both territories. The tourism sustainability variable remains a minor matter in the emission of messages on Twitter.

After the Covid-19 pandemic, political parties and international public institutions consolidated the use of TikTok as a communication tool in order to reach a young audience, which requires dynamic formats and more flexible languages. This study aims to reflect on the characteristics of institutional and political communication research in TikTok, the suitability of its methodologies, conclusions and limitations, and its future prospects. To this end, a systematic review of the scientific literature (SLR) for the period 2018-2023 is carried out, following the standards of the PRISMA Statement (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). After applying the inclusion and exclusion criteria to 1.186 scientific documents, 21 articles published in the Scopus and Web of Science databases were analysed. The findings indicate that Spain concentrates the highest number of publications, that the phenomenon was not studied until 2021 and that 2022 was the year of highest production. The conclusions suggest that the study of TikTok is in an incipient phase and that content analysis is the predominant methodology, although its samples are small. They also suggest that there is little bidirectionality in communication strategies, that interaction is not related to adaptation to the multimodal language of the platform and that the focus should be on studying the community rather than the messages disseminated from official profiles.

Territory brands are vehicles for transmitting the attributes that identify a geographical setting, they facilitate market positioning and can contribute to generating an opinion that determines the promotion strategies of a place. The investment decisions of both private companies and institutional bodies will be strengthened if residents and tourists’ perception is known, seeking to reconcile the interests of visitors and citizens with the aim of collaborating in the creation of the city’s tourism planning under the principles of sustainability, open innovation and co-creation of value. The methodology used for this research focuses on an empirical study, for which a sample of 780 individuals was designed so that the Malaga brand was subjected to analysis with criteria of innovative opportunity, applying constructs that were measured with existing and proven scales. The results allow us to identify that the Malaga brand is being built and managed on the basis of the cultural projection of the city and its image attributes. The ratings of tourists and residents will serve as a basis for improving the management of Malaga as a tourist destination by the institutions involved, taking into account the interest of open innovation. The conclusions of the research can be extrapolated to other geographical environments with similar levels of tourism development.