External communication strategy for the reactivation of tourism post COVID - 19 at the Hotel Deauville

Abstract

Tourism companies in recent years have been evolving according to socioeconomic changes and the process of technological globalization. This reality has been seriously affected by the impact of the COVID19 pandemic. Cuba does not escape the pandemic crisis; however, the intention of the Cuban Ministry of Tourism is to achieve a restart of activities in the tourism sector. Therefore, the general objective of the research: Propose an external communication strategy, for the reactivation of post-COVID - 19 tourism at the Hotel Deauville; from the projection of communicative messages towards the public in a coherent, positive and safe way according to the image that is desired to achieve in the market positioning. To fulfill this objective, the research is based on the determination of the theoretical-methodological references that enable the design of an external communication strategy for the reactivation of tourism, the identification of the main elements of external communication that favor the reactivation of post-COVID-19 tourism at the Hotel Deauville and the design of an external communication strategy that encourages the reactivation of post-COVID - 19 tourism in said hotel.