Open AccessThe importance of the communication strategy in tourism micro-enterprises in Seville
Author(s) -
Gladys Arlette Corona-León,
Rosalba Mancinas-Chávez
Publication year - 2021
Publication title -
international review of communication and marketing mix
Language(s) - English
Resource type - Journals
ISSN - 2605-0447
DOI - 10.12795/irocamm.2021.v01.i04.05
Subject(s) - tourism , business , context (archaeology) , position (finance) , marketing , knowledge management , public relations , political science , computer science , paleontology , finance , law , biology
In the context of excess information that we live in the XXI century, institutional communication becomes essential. Big enterprises and institutions clearly see the need to invest in this aspect, however small and micro-enterprises do not have it so assumed. The aim of this paper is to analyze the role of institutional communication in tourist micro-enterprises in Seville. It is carried out from the interview with 6 managers of micro-enterprises and is complemented by 2 interviews with experts. From the results, it is possible to verify that the organizations that implement communication elements manage to position themselves better.