Fonte: Turismo y Sociedad; Vol. 32 (2023): Enero-Junio; 95-118
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Resumo: The research was aimed at the characterization of the promotional communication of Grupo Cubanacan S. A. in relation to the millennial segment of the internal market of Havana. It was organized in three phases: (1) the consultation of secondary sources of information (bibliographic reviews, analysis of the documentation of the communication activity in the company, referential search in secondary sources of information); (2) the consultation of primary sources of information (interviews with specialists in the marketing area and a non-participatory scientific observation of their communication platforms); and (3) the analysis, synthesis and resolution of the information obtained (Ishikawa diagram, stacked Pareto diagrams, Thought Process). The investigation determined that the main deficiencies in the Group’s promotional communication with respect to the selected segment was the inconsistency of the promotional and advertising actions, the limited public relations tasks and the nonsegmentation of the demand.
