Puerto Rico 2.0:Tourism Communication at the Digital Era
DOI:
https://doi.org/10.37467/gka-revsocial.v5.388Keywords:
Tourism, Organizational Sutentability, Organizational Change, Corporative Government, Internet, Social MediaAbstract
In a global scenario characterized by economic crisis, tourism could be seen as an opportunity for countries and cities to generate income, but it is necessary to promote tourism in innovative ways. Traditional media and social media have the task of bringing these destinations to tourists. According to Lopez, Del Fierro, Herrera and Diaz (2013) "Social networks provide amazing opportunities to reach more protection and universal coverage." (López, Del Fierro, and Díaz Herrera, page 1) .As people know the tourist destination, they will have desire to visit. This research aims to describe the use of social networks used by the Tourism Company of Puerto Rico to present the country as a tourist destination. A content analysis was performed to the official account on Facebok and Twitter. The main objective was to discover whether social networks are used as a strategic tool for tourism communication, encouraging the participation of the public interested in traveling to Puerto Rico. The results indicate that the Tourism Company encourages communication with their audiences using social networks and uses innovative strategies to attract the attention of potential tourists.
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