The tourism industry was one of the hardest hit. However, Mexican destinations like Cancun, Acapulco, CDMX, Vallarta, and Oaxaca have managed to stay active and dominate the networks.
2 min read
He Tourism sector was one of the hardest hit in Mexico and all over the world. However, according to a tourism study by consulting firm LLYC México, there were goals that found a way to reinvent themselves and keep connecting with their audiences through social networks.
According to the results, the goals that were most relevant through digital conversation were the goals Acapulco, Cancun, CDMX, Los Cabos, Oaxaca and Vallarta. This was achieved in part thanks to the fact that “paid advertising generated spikes”.
The study is based on an analysis of the digital conversations in Spanish that took place during the tourism pandemic in Mexico. The period covered was between February and October 2020. The public data from Twitter, Facebook and YouTube (320,000 messages from 98,052 accounts were analyzed).
This data was then processed using artificial intelligence and big data techniques, creating an orderly and efficient mapping of
• Communication networks in general
• Behavior and composition of the entities and communities in conversation
• Main topics of conversation and related topics
Thanks to this map, various relevant data could be obtained. Among them we have that the digital conversation is politicized, which is why hotel companies have concentrated their advertising efforts on less politicized networks like Instagram and YouTube.
Likewise, it was concluded that artists, executives and journalists are the ones who have the greatest impact on the tourism issue and that among the destinations that managed to generate the most news and interactions, Cancun, Vallarta, Los Cabos , Oaxaca, CDMX and Acapulco.
On the other hand, the consultant also mentioned that the first step to proceeding with the development of strategic planning is to “listen and analyze the relevant actors and communities while knowing and understanding the development, conversation trends and opinion of the public” ; Therefore, this study can be of great help to the sector.