Canales de comunicación deficientes o sin impacto que se permiten hacer frente a las noticias alarmantes y otros factores que afectan la imagen del destino.

Abstract

This proposal focuses on improving the institutional and digital communication of the public-private organization “Destino Azul,” located in the coastal area of Bahía Azul, to strengthen its tourist image and address alarming news that may affect its reputation. Currently, this establishment shows weaknesses in its communication channels and limited presence on social media, increasing its vulnerability to rumors, false news, and crises, thereby affecting trust. The theoretical framework addressed recreational tourism and ecotourism, highlighting the importance of efficient tourism communication to manage public perception, especially in times of crisis. The role of institutional and digital image was emphasized, as well as the use of channels such as social media and other media to interact with tourists and promote the destination. Additionally, the negative effects of alarming news and crises on the tourist image were discussed. The general objective was to implement a comprehensive strategy that includes prevention, response, and recovery in the face of crises, improve the digital image, and establish coordination with local authorities. The methodology included descriptive, field, and explanatory research to diagnose the current situation and its causes. The action plan proposed by the researcher aims to design a communication plan, strengthen digital presence, and create institutional coordination mechanisms, with training and drills to respond efficiently to crises. It is concluded that these actions will improve public perception, increase competitiveness, and ensure effective management in adverse events.