Comunicación turística post pandemia en los destinos Iberoamericanos

Abstract

Abstract:The research, called Post-pandemic Tourism Communication in Ibero-American countries, analyzes the contribution of communication as the axis of tourism 2.0, which contributes to the strengthening and growth of the sector worldwide. The objective of the research is to analyze the tourism promotion of the Ibero-American countries, in the period of post-pandemic tourism reactivation, April to June 2022, that is, the quarter prior to the high season. To achieve the proposed objectives, the mixed methodology was applied, that is, it combined the qualitative and quantitative method, based on the monitoring of the official Instagram accounts and the implementation of techniques such as social analytics and content analysis. Among the main results of the research, tourism communication 2.0 stands out, which has acquired relevance and is implemented by the Government Organizations of the 22 countries of Latin America as the main platform for the promotion and dissemination of its offer on the Instagram social network, that is, , the digital convergence of tourism communication by Government Organizations is evident, however there is evidence of a lack in the communication process regarding COVID-19 and the changes that each country has faced during this post-pandemic period.