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Comunicaciones integradas para la gestión de marketing de destinos turísticos. El caso de la Provincia de Neuquén

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  • Lucía Tamagni
  • Carlos Espinosa

Abstract

La presentación desarrolla parte de un programa de comunicaciones integradas formulado para el "Plan de Marketing Turístico para la Provincia del Neuquén 2008-2011" Patagonia, Argentina. El programa atiende tres ámbitos de comunicación: el institucional, el social y el comercial y en cada uno de ellos se consideraron tanto las comunicaciones externas como las internas. A nivel institucional se incluyen como públicos objetivos del programa a todas las organizaciones y agentes de propagación que colaboran para mantener y acrecentar la imagen positiva de la marca provincial asociada a los destinos y productos turísticos. A nivel social se consideran tanto a los turistas -actuales y potenciales- como a los residentes. A nivel comercial se desarrollan acciones de comunicación para operadores de productos y destinos que por sus características son de interés de la provincia.

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Handle: RePEc:nmp:aportr:v:14:y:2010:i:2:id:507
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