Resumen

FERNANDEZ-ALONSO, Yordanis de la Caridad; RODRIGUEZ-ALEMAN, Ladys Mirtha; DIAZ-POMPA, Félix  y  LOPEZ-YANES, Yasiel. Promotional communication in the tourist destination of Trinidad, Sancti Spíritus. RCUISRAEL [online]. 2024, vol.11, n.3, pp.89-106. ISSN 2631-2786.  https://doi.org/10.35290/rcui.v11n3.2024.1156.

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.

Palabras clave : Promotional communication; Sustainability; Destination image; Marketing communication; Promotional strategies.

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