Diagnóstico del uso de las redes sociales en la sucursal Islazul la Habana con fines de comercialización
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Resumen
Introducción: el presente artículo científico analiza el impacto del marketing digital y las redes sociales en la comercialización de productos turísticos, centrándose específicamente en la Sucursal Islazul La Habana. Objetivos: diagnosticar la evolución de las redes sociales como herramientas para satisfacer las necesidades de los viajeros contemporáneos, así como su contribución al desarrollo económico de destinos turísticos a nivel internacional. Se presenta un análisis bibliométrico exhaustivo de la producción científica sobre el tema durante el período 2020-2025, identificando las tendencias internacionales y las mejores prácticas en el sector hotelero global. Metodología: la metodología empleada combina métodos bibliográficos, empíricos y de observación para analizar la presencia en redes sociales de diez hoteles bajo la administración de la sucursal. Resultados: la investigación revela deficiencias significativas en la gestión estratégica de redes sociales por parte de los hoteles analizados, lo que afecta directamente su visibilidad y capacidad de promoción en el mercado turístico. Conclusiones: como resultado de ese diagnóstico se propone un conjunto de acciones estratégicas para mejorar la presencia en redes sociales, enfatizando la actualización de contenido, la producción de material audiovisual de calidad y la interacción sistemática con seguidores. Área de estudio general: Turismo, Área de estudio específica: Hotelería, Tipo de estudio: Original
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Cómo citar
Agüero Yhón, O. J., Salgado Febles, J. E., Vázquez Alfonso, Y., & Velastegui López, L. E. (2026). Diagnóstico del uso de las redes sociales en la sucursal Islazul la Habana con fines de comercialización. Ciencia & Turismo, 5(2), 6-25. https://doi.org/10.33262/ct.v5i2.87
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Alhammad, K. L., Al-Mashaqbeh, Y. A., Alrajabi, M., & AL-Jalabneh, A. A. (2025). Signs, myths, and tourism identity: A semiotic study of the Jordan Tourism Board's social media narratives. Forum for Linguistic Studies, 7(12). https://doi.org/10.30564/fls.v7i12.12110
Al Mahruqi, A., Al Abri, I., Ramayah, T., & Zaibet, L. (2025). The impact of psychological and risk factors on tourists' loyalty toward nature-based destinations. Tourism and Hospitality, 6(4). https://doi.org/10.3390/tourhosp6040197
Della Corte, V., Cascella, C., Di Taranto, E., & Luongo, S. (2025). Unlocking the secrets of destination competitiveness: A new tool to measure tourist satisfaction at the destination level. Management Decision. https://doi.org/10.1108/md-05-2025-1289
Deniz, G. (2025). A bibliometric analysis of reputation management in the hospitality industry: Trends and future directions. Journal of Tourism Leisure and Hospitality.
Florido-Benítez, L. (2024). The cybersecurity applied by online travel agencies and hotels to protect users' private data in smart cities. Smart Cities, 7(1). https://doi.org/10.3390/smartcities7010019
Gegung, E. M. (2025). From clicks to conversions: The impact of viral marketing on tourism branding. Management Research Studies Journal, 6(2). https://doi.org/10.56174/mrsj.v6i2.862
Guha, S., Mandal, A., & Kujur, F. (2025). The moderating effect of handicraft goods in influencing the tourists' intention to select sustainable tourist destinations. Journal of Enterprising Communities. https://doi.org/10.1108/jec-12-2024-0261
Gupta, S., & Kumar, A. (2025). Study on significance of emotional intelligence in the Indian Ministry of Tourism classified hotels. International Journal for Multidisciplinary Research, 7(2). https://doi.org/10.36948/ijfmr.2025.v07i02.40474
Hamdana, E. N., Wardani, A. O. N., & Ririd, A. R. T. H. (2025). Sentiment analysis of visitor reviews on Google Maps at Kampung Coklat Tourism. Journal of Artificial Intelligence and Software Engineering, 5(1). https://doi.org/10.30811/jaise.v5i1.6488
Hernández-Maestro, R. M. (2025). Effects of negative sentiment and review length on ratings, as moderated by social turbulence and hotel quality. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/jhti-01-2025-0166
Jiang, S., Ratchavieng, A., Wang, H., Phakdeephirot, N., & Yi, O. (2025). Aviation disaster crises on tourism decision-making. International Journal of Customer Relationship Marketing and Management. https://doi.org/10.4018/ijcrmm.390794
Joshi, A., & Nibhoria, S. (2025). Navigating the modern culinary landscape: Contemporary issues and challenges in gastronomic experiences. International Journal of Hospitality & Tourism Management, 9(1). https://doi.org/10.11648/j.ijhtm.20250901.16
Křečková, R., Šálková, D., Procházková, R., & Trnka, R. (2025). Determinants of accommodation choice on digital platforms: Price, cleanliness, and trust. Journal of Tourism and Services. https://doi.org/10.29036/s08nkw26
Kvítková, Z., Vaško, M., & Zíková, A. (2025). Reviews as a powerful marketing tool: Profiling review readers in tourism services. Communication Today, 16(2). https://doi.org/10.34135/communicationtoday.2025.vol.16.no.2.7
Li, Y., Sthapit, E., Garrod, B., & Tan, G. W. H. (2025). Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis. Tourism and Hospitality Research. https://doi.org/10.1177/14673584251389137
Liu, X., Ruanggoon, J., & Euamornvanich, P. (2025). City brand: Key components, integrated marketing communication strategies, and strategic initiatives for enhancing Suzhou's unique city. Human Behavior, Development and Society, 26(1). https://doi.org/10.62370/hbds.v26i1.277249
Maričić, M., Pavković, V., Vlastelica, T., & Kostić-Stanković, M. (2025). The impact of destination reputation on tourist decision-making and behavioural intentions: A conceptual model. Journal of East European Management Studies. https://doi.org/10.31083/jeems47863
Mohale, E. T., Roberson, J. R., & Smith, A. J. (2025). Perceptions of trust and purchase decisions in tourism e-commerce platforms. African Journal of Hospitality Tourism and Leisure. https://doi.org/10.46222/ajhtl.19770720.611
Muhs, C., Agapito, D., & Pereira, L. N. (2025). Visual imagery and storytelling on social media platforms: The case of Vanlife. Consumer Behavior in Tourism and Hospitality. https://doi.org/10.1108/cbth-04-2024-0122
Nugraha, S. Y. I., & Susanto, E. (2025). Structural examination of hedonic and functional satisfaction in hotels: The role of aesthetics, uniqueness, haptics, and social media reputation. Journal of Tourism and Services. https://doi.org/10.29036/7ewxzx41
Omarova, A., Borbasova, Z., & Ulakov, S. (2025). Economic aspects of the digital transformation of Kazakhstan's tourism industry. Economic Series of the Bulletin of the L.N. Gumilyov ENU, 3. https://doi.org/10.32523/2789-4320-2025-3-383-396
Porancea-Răulea, A. (2025). Mapping the interplay between online reviews and organizational culture in tourism: A bibliometric study. Studies in Business and Economics, 20, 253-270. https://doi.org/10.2478/sbe-2025-0034
Putra, H. D. (2025). Exploring digital marketing strategies for crisis recovery in South Jakarta's culinary tourism. Research Horizon, 5(3). https://doi.org/10.54518/rh.5.3.2025.605
Rojas, E., Moya, D., & Majo, J. (2025). Optimization of the website for smart tourism destination: A case study of Bogota. International Journal of Innovative Studies in Sociology and Humanities, 10(1). https://doi.org/10.20431/2456-4931.100103
Scheuer, L., Congrossi, G. T., Oliera, K. R., & Baia, L. M. P. (2025). The importance of social media in the image formation of tourist destinations: Study with residents from Paraná coast, Brazil. Observatório de la Economía Latinoamericana, 23(10). https://doi.org/10.55905/oelv23n10-073
Singh, G., & Chopra, R. (2025). Security challenges & techniques to prevent cybercrime threats in tourism industry. Middle East Research Journal of Economics and Management, 5(3). https://doi.org/10.36348/merjem.2025.v05i03.002
Stephanie, A., Tan, C. A., Putridita, V., Juliana, J., Pramezwary, A., & Djakasaputra, A. (2025). Unpacking the influence of Traveloka reviews on consumer accommodation choices: How online feedback shapes travel decisions. Jurnal Review Pendidikan dan Pengajaran, 8(1). https://doi.org/10.31004/jrpp.v8i1.37475
Suhud, U., Allan, M., Hoo, W. C., Fafurida, F., & Azinuddin, M. (2025). Boosting coffee tourism: Linking visit intention and storytelling engagement in holiday contexts. Geojournal of Tourism and Geosites. https://doi.org/10.30892/gtg.62428-1594
Susanto, E., & Sumarni, S. (2025). Balancing social media reviews and mass media coverage in tourism destination image building. Journal of Tourism, Hospitality and Travel Management, 2(1). https://doi.org/10.58229/jthtm.v2i1.291
Trifunović, I., Spalević, Ž., & Marković, S. (2025). Legal frameworks for consumer protection against digital disinformation in e-tourism. Trendovi u Poslovanju. https://doi.org/10.5937/trendpos2502058t
Zhang, Z. (2025). A study on the factors affecting consumer trust in Meituan's accommodation booking business. The Journal of Interactive Social Sciences, 11. https://doi.org/10.64744/tjiss.2025.11.
Al Mahruqi, A., Al Abri, I., Ramayah, T., & Zaibet, L. (2025). The impact of psychological and risk factors on tourists' loyalty toward nature-based destinations. Tourism and Hospitality, 6(4). https://doi.org/10.3390/tourhosp6040197
Della Corte, V., Cascella, C., Di Taranto, E., & Luongo, S. (2025). Unlocking the secrets of destination competitiveness: A new tool to measure tourist satisfaction at the destination level. Management Decision. https://doi.org/10.1108/md-05-2025-1289
Deniz, G. (2025). A bibliometric analysis of reputation management in the hospitality industry: Trends and future directions. Journal of Tourism Leisure and Hospitality.
Florido-Benítez, L. (2024). The cybersecurity applied by online travel agencies and hotels to protect users' private data in smart cities. Smart Cities, 7(1). https://doi.org/10.3390/smartcities7010019
Gegung, E. M. (2025). From clicks to conversions: The impact of viral marketing on tourism branding. Management Research Studies Journal, 6(2). https://doi.org/10.56174/mrsj.v6i2.862
Guha, S., Mandal, A., & Kujur, F. (2025). The moderating effect of handicraft goods in influencing the tourists' intention to select sustainable tourist destinations. Journal of Enterprising Communities. https://doi.org/10.1108/jec-12-2024-0261
Gupta, S., & Kumar, A. (2025). Study on significance of emotional intelligence in the Indian Ministry of Tourism classified hotels. International Journal for Multidisciplinary Research, 7(2). https://doi.org/10.36948/ijfmr.2025.v07i02.40474
Hamdana, E. N., Wardani, A. O. N., & Ririd, A. R. T. H. (2025). Sentiment analysis of visitor reviews on Google Maps at Kampung Coklat Tourism. Journal of Artificial Intelligence and Software Engineering, 5(1). https://doi.org/10.30811/jaise.v5i1.6488
Hernández-Maestro, R. M. (2025). Effects of negative sentiment and review length on ratings, as moderated by social turbulence and hotel quality. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/jhti-01-2025-0166
Jiang, S., Ratchavieng, A., Wang, H., Phakdeephirot, N., & Yi, O. (2025). Aviation disaster crises on tourism decision-making. International Journal of Customer Relationship Marketing and Management. https://doi.org/10.4018/ijcrmm.390794
Joshi, A., & Nibhoria, S. (2025). Navigating the modern culinary landscape: Contemporary issues and challenges in gastronomic experiences. International Journal of Hospitality & Tourism Management, 9(1). https://doi.org/10.11648/j.ijhtm.20250901.16
Křečková, R., Šálková, D., Procházková, R., & Trnka, R. (2025). Determinants of accommodation choice on digital platforms: Price, cleanliness, and trust. Journal of Tourism and Services. https://doi.org/10.29036/s08nkw26
Kvítková, Z., Vaško, M., & Zíková, A. (2025). Reviews as a powerful marketing tool: Profiling review readers in tourism services. Communication Today, 16(2). https://doi.org/10.34135/communicationtoday.2025.vol.16.no.2.7
Li, Y., Sthapit, E., Garrod, B., & Tan, G. W. H. (2025). Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis. Tourism and Hospitality Research. https://doi.org/10.1177/14673584251389137
Liu, X., Ruanggoon, J., & Euamornvanich, P. (2025). City brand: Key components, integrated marketing communication strategies, and strategic initiatives for enhancing Suzhou's unique city. Human Behavior, Development and Society, 26(1). https://doi.org/10.62370/hbds.v26i1.277249
Maričić, M., Pavković, V., Vlastelica, T., & Kostić-Stanković, M. (2025). The impact of destination reputation on tourist decision-making and behavioural intentions: A conceptual model. Journal of East European Management Studies. https://doi.org/10.31083/jeems47863
Mohale, E. T., Roberson, J. R., & Smith, A. J. (2025). Perceptions of trust and purchase decisions in tourism e-commerce platforms. African Journal of Hospitality Tourism and Leisure. https://doi.org/10.46222/ajhtl.19770720.611
Muhs, C., Agapito, D., & Pereira, L. N. (2025). Visual imagery and storytelling on social media platforms: The case of Vanlife. Consumer Behavior in Tourism and Hospitality. https://doi.org/10.1108/cbth-04-2024-0122
Nugraha, S. Y. I., & Susanto, E. (2025). Structural examination of hedonic and functional satisfaction in hotels: The role of aesthetics, uniqueness, haptics, and social media reputation. Journal of Tourism and Services. https://doi.org/10.29036/7ewxzx41
Omarova, A., Borbasova, Z., & Ulakov, S. (2025). Economic aspects of the digital transformation of Kazakhstan's tourism industry. Economic Series of the Bulletin of the L.N. Gumilyov ENU, 3. https://doi.org/10.32523/2789-4320-2025-3-383-396
Porancea-Răulea, A. (2025). Mapping the interplay between online reviews and organizational culture in tourism: A bibliometric study. Studies in Business and Economics, 20, 253-270. https://doi.org/10.2478/sbe-2025-0034
Putra, H. D. (2025). Exploring digital marketing strategies for crisis recovery in South Jakarta's culinary tourism. Research Horizon, 5(3). https://doi.org/10.54518/rh.5.3.2025.605
Rojas, E., Moya, D., & Majo, J. (2025). Optimization of the website for smart tourism destination: A case study of Bogota. International Journal of Innovative Studies in Sociology and Humanities, 10(1). https://doi.org/10.20431/2456-4931.100103
Scheuer, L., Congrossi, G. T., Oliera, K. R., & Baia, L. M. P. (2025). The importance of social media in the image formation of tourist destinations: Study with residents from Paraná coast, Brazil. Observatório de la Economía Latinoamericana, 23(10). https://doi.org/10.55905/oelv23n10-073
Singh, G., & Chopra, R. (2025). Security challenges & techniques to prevent cybercrime threats in tourism industry. Middle East Research Journal of Economics and Management, 5(3). https://doi.org/10.36348/merjem.2025.v05i03.002
Stephanie, A., Tan, C. A., Putridita, V., Juliana, J., Pramezwary, A., & Djakasaputra, A. (2025). Unpacking the influence of Traveloka reviews on consumer accommodation choices: How online feedback shapes travel decisions. Jurnal Review Pendidikan dan Pengajaran, 8(1). https://doi.org/10.31004/jrpp.v8i1.37475
Suhud, U., Allan, M., Hoo, W. C., Fafurida, F., & Azinuddin, M. (2025). Boosting coffee tourism: Linking visit intention and storytelling engagement in holiday contexts. Geojournal of Tourism and Geosites. https://doi.org/10.30892/gtg.62428-1594
Susanto, E., & Sumarni, S. (2025). Balancing social media reviews and mass media coverage in tourism destination image building. Journal of Tourism, Hospitality and Travel Management, 2(1). https://doi.org/10.58229/jthtm.v2i1.291
Trifunović, I., Spalević, Ž., & Marković, S. (2025). Legal frameworks for consumer protection against digital disinformation in e-tourism. Trendovi u Poslovanju. https://doi.org/10.5937/trendpos2502058t
Zhang, Z. (2025). A study on the factors affecting consumer trust in Meituan's accommodation booking business. The Journal of Interactive Social Sciences, 11. https://doi.org/10.64744/tjiss.2025.11.