Tourism has been one of the hardest hit in Mexico and around the world

Published on : Thursday, January 7, 2021

The tourism sector has been one of the hardest hit in Mexico and around the world. As per a tourism study, there are destinations that found a way to reinvent them and connect with their audiences via social networks.

According to the results, destinations that had the most relevance through the digital conversation were Acapulco, Cancun, CDMX, Los Cabos, Oaxaca, and Vallarta..

The study was based on an analysis of the digital conversations in Spanish that took place around tourism in Mexico during the pandemic. The period covered was between the months of February and October of 2020. What was considered was the public data from Twitter, Facebook and YouTube (320,000 messages from 98,052 accounts were analyzed).

Subsequently, that data was processed through Artificial Intelligence and Big Data techniques, generating a methodical and efficient mapping of:

• Communication networks in general
• Behavior and composition of the entities and communities in the conversation
• Main topics of conversation and related topics

It was possible to obtain various relevant data. Hotel companies have focused their advertising efforts around less politicized networks like Instagram and YouTube.

Similarly, artists, executives and journalists have the greatest influence on the subject of tourism and among the destinations managing to generate the greatest number of messages and interactions are Cancun, Vallarta, Los Cabos, Oaxaca, CDMX and Acapulco.

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