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The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector's adaptation capacity, while only some agencies use the new channels offered by Internet for their own management of transparency and online visibility. A double reactivity is detected: with respect to their vision of the future, and to digital brand leadership. The research provides clues that can help researchers, professors and professionals to evaluate the sector and detect adaptation needs for the present and the future. [ABSTRACT FROM AUTHOR]

When referring to tourism activity we study experiences and the use of social media allowing tourists 2.0 to have a first approach to their destination, generating a foregoing experience that motivates and influences the selection process. This research reviewed, from 2012 to 2016, the behavior of tourist 2.0 at the official digital platforms of tourism from 22 Ibero-American countries; in that direction is oriented an analysis of almost 150 million online interactions in order to identify their interests, tastes, and identify trends of participation in their social media. [ABSTRACT FROM AUTHOR]