Diagnóstico del uso de las redes sociales en la sucursal Islazul la Habana con fines de comercialización
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Published:
Apr 6, 2026
Keywords:
social media, digital marketing, tourism, hotel marketing, Islazul Havana, bibliometric analysis, online reputation.
Main Article Content
Abstract
Introduction: This scientific article analyzes the impact of digital marketing and social media on the marketing of tourism products, focusing specifically on the Islazul Havana branch. Objectives: To diagnose the evolution of social media as tools for meeting the needs of contemporary travelers, as well as their contribution to the economic development of tourist destinations internationally. A comprehensive bibliometric analysis of the scientific production on the topic during the period 2020-2025 is presented, identifying international trends and best practices in the global hotel sector. Methodology: The methodology employed combines bibliographic, empirical, and observational methods to analyze the social media presence of ten hotels under the branch's management. Results: The research reveals significant deficiencies in the strategic management of social media by the analyzed hotels, which directly affects their visibility and promotional capacity in the tourism market. Conclusions: As a result of this diagnosis, a set of strategic actions is proposed to improve their social media presence, emphasizing content updates, the production of high-quality audiovisual material, and systematic interaction with followers.
Article Details
How to Cite
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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References
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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.