Análisis de la estrategia en las redes sociales oficiales desarrollada por el Consejo de Promoción Turística de México

  1. Jiménez, Miguel Ángel Sánchez 1
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

Revista:
Cimexus

ISSN: 1870-6479,  2007-9206

Año de publicación: 2018

Título del ejemplar: Año 2018 Vol. XIII n. 1 Enero - Junio

Volumen: 13

Número: 1

Páginas: 13-50

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Cimexus

Resumen

The strategic role of tourism activity plays an important role in the growth and economic development of many countries, as is the case of Mexico as a tourist destination. Thus, public bodies are responsible for implementing strategies to promote their tourist destination, among which those made through social networks stand out. In this study we will analyze the strategy followed in social networks by the Tourism Promotion Council of Mexico. For this, the data of their intervention in social networks have been obtained through the PRGS methodology (Presence, Response, Generation and Suggestion) and, later, the publications made in the social networks (Facebook and Twitter) have been analyzed using Nvivo 11. Thus, interesting information about the publications and actions that the entity projects in its strategy in social networks is obtained. In the results, Facebook is highlighted as the most used social network, however, it is becoming quite important that Instagram has experienced a great growth during the year 2017, positioning itself as the social network that generates the most interactions. In the publications it is found that persuasive communication is highlighted, followed by the attributes of the destination and, subsequently, the reference to destinations, towns or cities of the country.

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Fuente de los datos: Dialnet