Resumo: The article analyzes economic behavior throughout the world in response to the media effort of tourist destinations in dispersed markets. The Internet has influenced communication and boosted new technologies, which have advanced dramatically in the first three decades of the twenty-first century. This has had an impact on the various economic activities, among which tourism is particularly salient. Consequently, consumers no longer have a receptive role. They have become decision makers with respect to the media material that they consume in addition to having the opportunity of being information providers. Mexico City (CDMX), as a tourism segment, is no exception. It depends on the communication of public and private actors, who, while having certain methodologies and tools to access their audiences, interact with an audience that decides on what it receives and gives its opinion on the web. Therefore, the objective of the research is to assess the associated concepts, pages and organizations related to tourism in CDMX on the website aimed at both a domestic and international audience, designed by the government and private sector together with the input of the audience as an information provider. Likewise, the study seeks to determine the countries with the greatest interest in Mexico City as a tourist destination, since this can be highly important for directing the marketing strategies. The methodology used to explore the phenomenon takes a documentary and quantitative form, since in a first stage it includes the documentary analysis and subsequently makes the mathematical exploration through the use of network analysis (ARS) to assess the role of Big data and Smart Data in the CDMX brand before the fragmentation of audiences.
