TikTok como plataforma de promoción turística. Análisis de los gobiernos de Iberoamérica,

Abstract

Abstract: The research describes the digital adaptation process carried out by organizations of Ibero-American tourism for the promotion of destinations through platforms digital, considering that the global pandemic called (Covid-19), marks a before and later, in the process of planning and executing the tourism promotion activity. The objective of the research is to analyze the tourism promotion of the 7 countries Ibero-Americans on the social network TikTok, for which a mixed methodology is implemented that allows determining the behavior of tourists 2.0 (Millennials) and finally, analyzes the 2.0 tourism communication processes that demonstrate the strategic importance that digital platforms have today, especially for Ibero-American countries where their governments, through their public policies, seek to potentiate this activity and consolidate as a tourist destination.