Transmedia Storytelling as a Tool for Promoting Rural Tourism The Ramona Case after the Pandemic (2022/2023)

Abstract

This article explores the presence of Transmedia Storytelling elements in the promotion of Rural Tourism in Ramona (Santa Fe, Argentina) during the early post-pandemic years (2022/2023). Transmedia storytelling, conceived as a participatory and multiplatform language, offers significant potential to strengthen local identity, community attachment, and sustainable tourism, although its implementation requires strategic coordination between public and private actors to overcome fragmented communication.

Rural tourism is understood as a modality linked to rural life, nature, and local culture, oriented toward authentic, low-impact experiences, constituting an ethical alternative to mass and extractive models. Despite its historical continuity in Ramona, there is limited articulation between rural tourism and transmedia storytelling.

The study combined semi-structured interviews with members of the Rural Tourism Group and digital content analysis of local actors, applying the PRGS model. Findings indicate that content related to identity or emotion generates higher interaction, and that private actors perform better than public institutions.

Incipient transmedia storytelling actions were identified. Current challenges include diversifying content, increasing tourist participation, and consolidating transmedia strategies to position rural tourism as a productive, social, and cultural alternative.