Fonte: El Periplo Sustentable; Núm. 37 (2019): Número Treinta y siete; 278 - 310
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Resumo: Digital communication strategies establish as a main tactic the tool to maintain an assertive web page, which can connect more than a single message with its users directly, therefore the aim of this research was to identify and analyze descriptively the way in which The web pages communicate as a tourist destination to Cozumel and what is the importance that is being given to the Natural Protected Areas (ANP). he methodology followed was qualitative by analyzing the different web pages that position it as a target brand of the different web pages that position it as a destination brand, that is to say, the three websites with the best ranking in Google's web browser and the three most important official portals of government agencies, based on the promotion of tourism in that place. With these selected pages was made use of the analysis model of web pages that considers the elements of the image was used considers the elements of the image, title, subtitle, text, epigraph, slogan and blow-outs, based on the works of Moles & Zeltmann and others, and in addition, an analysis of the main image was carried out in a denotative and connotative sense. As a result, it was found that in most places it is possible to locate Cozumel as a tourist destination, but none of them propose or propose to promote the ANP, it is not promoted to tourist destinations such as places that are immersed in flora and fauna protection reserves. Besides, it emphasizes the superiority of non-governmental sites, independent portals handle more attractive sites that manage to be a decision factor in tourists, while official sites maintain a more informative strategy than a promotion towards the new tourist
