Resumen

MIRANDA ZAVALA, Ana María  y  CRUZ ESTRADA, Isaac. Social networks: Tool of International Marketing in the hotel sector. El periplo sustentable [online]. 2016, n.31, 00012. ISSN 1870-9036.

This article aims to identify strategies for international marketing in social networks that perform hotels four and five star city of Tijuana, Baja California, Mexico. In addition, the review of the characteristics and content of social networks in this sector, recognizing the importance in international marketing as a means of communication with guests. Thus, we propose to characterize the attributes considered essential guests of hotels and make visitors increase their confidence in the use of such means. Research has seen a qualitative analysis of social networks of 16 hotels registered with the Secretariat of Tourism (SECTUR) and the Association of Hotels Northwest (ASHONO) to identify how they carry out their marketing strategy through those means. In addition, surveys were applied to 267 hotel guests in order to identify the attributes that are important to appear in the social network of the hotel, which would increase the efficiency of the results of the marketing strategy with social networks.

Palabras llave : International marketing strategies; social networks; hotels; guests; communication.