Communication strategies in the tourism sector

Abstract

The tourism sector, composed of a diversity of components among which tourists, travel agencies, means of transport, accommodation, commercial, financial companies, among others, represents a significant space for the communication process, because tourism activity requires of interaction, exchange, flow of information and dialogue, in order to achieve concreteness; From this perspective, the objective is to analyze the communication strategies that allow the development of the tourism sector, giving special emphasis to those innovative ones based on the internet. A descriptive, documentary investigation was carried out, with a printed and digital hemero-bibliographic review of documents related to the object of study. The results revealed that the development of the tourism sector deserves effective communication strategies, effective and focused on advertising, promotion, image management, product and service launch, positioning, among others, in order to face the new realities of the consumer public; It was also found that the internet and its different uses have influenced the commercialization, profitability, competitiveness, positioning and expansion of tourism. It is concluded that innovative communication strategies based on the Internet and its applications constitute a potential source for the development of the tourism sector and its positioning in the social system.