Analysis of the Facebook social network of the MINTUR accommodation entities.

Abstract

Social networks today are essential tools to interact and establish communications with customers from anywhere, promote products and services, as well as obtain feedback and improve their experience. Tourism entities must constantly evaluate their presence on social networks to improve their strategy in this new form of market and constantly remain competitive, all based on the digital transformation that has taken place in recent years. This work shows an analysis of the use of social networks (in particular Facebook, now called Meta) of the accommodation entities of the Ministry of Tourism (MINTUR). The evaluation was carried out using the BuzzSumo tool, yielding satisfactory results, although the weaknesses that appear must be analyzed to draw up a plan of measures that allow their solution.