TikTok como plataforma de promoción turística en Iberoamérica

Abstract

Abstract:The research, entitled "TikTok as a tourism promotion platform in Ibero-America," has the general objective of evaluating the 2.0 tourism communication strategies employed by Ibero-American governments on the TikTok platform, in order to determine their effectiveness in promoting tourist destinations and tourism products. The study adopted a mixed approach, combining qualitative and quantitative methods. A literature review and social analytics were applied using key performance indicators (KPIs) such as presence, activity, participation, and engagement, evaluated using the 2.0 Communication model and the content analysis technique, analyzing the posts made on TikTok by the five Ibero-American destinations with an active presence on the social network. The results showed that only one destination reached an optimal level, while the majority were classified as deficient or acceptable-low. It is concluded that TikTok can be an effective tool for tourism promotion if appropriate and sustainable strategies are applied, focusing on participation and authenticity of content.