Resumen

ALTAMIRANO-BENITEZ, Verónica; TUNEZ-LOPEZ, José Miguel  y  ALTAMIRANO-BENITEZ, María Fabiana. Tourist promotion on Twitter. Comunicação e Sociedade [online]. 2020, vol.spe2020, pp.219-244. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.0(2020).2749.

Tourism represents an important source of income in many countries. Aware of this fact, Ibero-American governments seek to invest in digital communication to promote themselves and position themselves as tourist destinations. Twitter is one of the most influential social networks in the commercial sphere, due to the amount of conversations it produces around brands, adding value to its image and influencing purchasing decisions. In addition, it is also a useful tool for collecting user opinions, due to the monitoring facility it provides. This network also allows organizations to provide personalized and immediate attention to their audiences, providing them with more pleasant contact experiences. This paper investigates the presence of Ibero-American governments on Twitter, as well as their interaction with 2.0 tourists. To this end, a comparative analysis was carried out between the months of March and August (including high and low seasons) of 2015 and 2018. The results showed that Ibero-American governments use Twitter as a platform for communication and tourism promotion, but without the presence of a communication strategy that strengthens the image and positioning of the tourist destination. It is not surprising, therefore, that there is a lack of planning for presence on the network, since periods of excessive participation in Twitter alternate with phases of abandonment, which affects the participation rates of the tourist and the involvement achieved.

Palabras clave : public relations 2.0; communication 2.0; Twitter; tourism promotion; Ibero-America.

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