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This study seeks to evaluate the management of corporate communication and public relations in the tourism industry of Veraguas, Panama. A mixed methodology was used with a structured questionnaire of 15 closed questions applied to 37 employees of tourism operating companies in Veraguas. The questions address knowledge about corporate communication and public relations, communication strategies, perceived effectiveness, participation in public relations, and profit expectations. The results highlight the importance of corporate communication and public relations in the competitiveness and sustainability of the tourism sector in Veraguas. Although there is variability in knowledge about these concepts, most tour operators recognize their effectiveness in attracting and retaining customers.Common strategies, such as websites and social networks, are mainly used by travel agencies. Most operators participate in fairs and exhibitions as part of their public relations actions. The research highlights the need to train tourism operators to improve their understanding of corporate communication and public relations. It is suggested to diversify communication strategies, measure their impact and promote sector collaboration. Tour operators anticipate benefits, especially in customer attraction and loyalty, through communication and public relations management. This study contributes a unique perspective on communication and public relations management in the tourism context of Veraguas. Their findings offer valuable perspectives for the development and sustainable competitiveness of the tourism industry in the region.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
