<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2631-2786</journal-id>
<journal-title><![CDATA[Revista Científica UISRAEL]]></journal-title>
<abbrev-journal-title><![CDATA[RCUISRAEL]]></abbrev-journal-title>
<issn>2631-2786</issn>
<publisher>
<publisher-name><![CDATA[Universidad Tecnológica Israel ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2631-27862024000300089</article-id>
<article-id pub-id-type="doi">10.35290/rcui.v11n3.2024.1156</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La comunicación promocional en el destino turístico Trinidad, Sancti Spíritus]]></article-title>
<article-title xml:lang="en"><![CDATA[Promotional communication in the tourist destination of Trinidad, Sancti Spíritus]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández-Alonso]]></surname>
<given-names><![CDATA[Yordanis de la Caridad]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Alemán]]></surname>
<given-names><![CDATA[Ladys Mirtha]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz-Pompa]]></surname>
<given-names><![CDATA[Félix]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Yanes]]></surname>
<given-names><![CDATA[Yasiel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Delegación provincial del MINTUR en Sancti Spíritus  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Ciego de Ávila  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Holguín  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de Ciego de Ávila  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>11</volume>
<numero>3</numero>
<fpage>89</fpage>
<lpage>106</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2631-27862024000300089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2631-27862024000300089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2631-27862024000300089&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La investigación tuvo como objetivo determinar los factores que influyeron directa o indirectamente en el éxito de la comunicación promocional del destino turístico Trinidad en el contexto postpandemia y ante la crisis económica a nivel global. La pesquisa tuvo carácter exploratorio-descriptivo, se diseñó un cuestionario y fue aplicado a una muestra de turistas para determinar los factores que valoraron como decisivos respecto a la comunicación promocional. Los datos se procesaron con el software IBM SPSS Statistics versión 25, y se determinó que los turistas cuentan con una percepción media sobre la gestión de la comunicación promocional del destino Trinidad. Las competencias comunicativas del personal, principalmente el dominio del inglés, el empleo de las innovaciones digitales, publicidad, promoción y relaciones públicas requieren de mayor atención; el resto de los factores clave, mostraron resultados positivos. Los gestores del destino turístico Trinidad, pueden utilizar esta información para mejorar la comunicación promocional, gestionar de manera efectiva, desde el diseño de estrategias que aborden los principales problemas expuestos en la investigación para la creación de una imagen más acertada, dar a conocer los atractivos, productos y servicios del destino y lograr una percepción más efectiva por parte de los visitantes y potenciales clientes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The purpose of this research was to determine the factors that directly or indirectly influenced the success of the promotional communication of the Trinidad tourist destination in the post-pandemic context and in the face of the global economic crisis. The research was exploratory-descriptive in nature, a questionnaire was designed and applied to a sample of tourists to determine the factors that they valued as decisive regarding promotional communication. The data were processed with IBM SPSS Statistics version 25 software, and it was determined that tourists have an average perception of the management of promotional communication of the Trinidad destination. The communicative skills of the staff, mainly the command of English, the use of digital innovations, advertising, promotion and public relations require greater attention; The rest of the key factors showed positive results. The managers of the Trinidad tourist destination can use this information to improve promotional communication, manage effectively, from the design of strategies that address the main problems exposed in the research to the creation of a more accurate image, publicize the attractions, products and services of the destination and achieve a more effective perception by visitors and potential customers.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación promocional]]></kwd>
<kwd lng="es"><![CDATA[Sostenibilidad]]></kwd>
<kwd lng="es"><![CDATA[Imagen del destino]]></kwd>
<kwd lng="es"><![CDATA[Comunicación de marketing]]></kwd>
<kwd lng="es"><![CDATA[Estrategias promocionales)]]></kwd>
<kwd lng="en"><![CDATA[Promotional communication]]></kwd>
<kwd lng="en"><![CDATA[Sustainability]]></kwd>
<kwd lng="en"><![CDATA[Destination image]]></kwd>
<kwd lng="en"><![CDATA[Marketing communication]]></kwd>
<kwd lng="en"><![CDATA[Promotional strategies]]></kwd>
</kwd-group>
</article-meta>
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