PROMOTION OF THE TOURIST IMAGE DURING THE CONTINGENCY: PUERTO VALLARTA THROUGH SOCIAL NETWORKS

Abstract

This work has the purpose of knowing the process of promoting the tourist image of Puerto
Vallarta, Jalisco, a sun and beach destination in Mexico, during the coronavirus health
contingency (COVID-19) through the social networks Facebook and Twitter. From a
netnographic study, it was possible to select some publications from the official social network
of the municipality which were analyzed from a model that was generated by considering the
characteristics that are contemplated in the design of an image of the place, also including the
types of users and narrative elements identified in said publications. From this analysis, an
approximation can be observed to the characteristics that promote an effective communication of
the image of the place based on its validity, credibility, simplicity, attractiveness and
distinctiveness in order to maintain the promotion of a tourist city.