Image management on Facebook from the rhetoric of the image. Tampico Case, Tamaulipas, Mexico

Abstract

The management of the Municipality’s image is crucial because it directly impacts public perception and, therefore, the selection of a Tourist destination. A good image can attract tourists, which generates economic growth in the territory. Nowadays information circulates quickly, therefore it is essential that municipalities manage and maintain an image that promotes cultural heritage. The objective of the research was to analyze municipal image management on Facebook from the rhetoric of the image. This study focuses on a content analysis of 102 publications from the official Facebook social network of the municipality of Tampico, Tamaulipas, using a qualitative cross-sectional methodology, the type of study is descriptive, and the design used is hermeneutic, through of MAXQDA24 for data visualization and analysis. The main findings of the research highlight 40 (39%) publications that show photographs, videos and images alluding to the cultural heritage of the municipality, which allows projecting the culture of the area, 59.80% of the publications are related to the identifiers: Historic Site, Bicentennial of Tampico, Historical Commemoration, Tradition and Local Culture, Local Identity, this allowed us to conclude that the municipality provides a framework for the dissemination of cultural heritage for the local community and for tourists.