Periódico: Journal of Tourism and Heritage Research
Fonte: Journal of Tourism and Heritage Research; Vol 3 No 2 (2020): Journal of Tourism and Heritage Research; 1-17
Palavras-chave:
Resumo: This paper aims to analyze Marketing campaigns developed by the DMO in Tabasco as a tourist destination. Although this State has a diversity of cultural and natural attractions, marketing and promotion actions have not been sufficient to consolidate its attractions and generate a significant tourist influx. An analysis of two types of materials was carried out: print media and websites. The results show that there are seven major advertising campaigns developed during the period from 2012 to 2019. In two promotional campaigns all promotional tools were used, while in three campaigns only the advertising tool was used. Finally, it is shown that only two promotional campaigns employed more than one promotional tool. In conclusion, the DMO of Tabasco needs to establish improvements in the management of marketing and promotion, the actions of MKT, have not been sufficient to contribute to a significant increase in the tourist influx of Tabasco.
