Characterization of the communication strategies of rural tourism and wine tourism companies in Uruguay

Abstract

In tourism, business communication methods can be crucial in purchasing decisions. Hence, understanding these methods and channels, including their characteristics, contributes to a better understanding of the strategies used by supply to meet demand. This research focuses on registered tour operators in the rural tourism and wine tourism sectors, as these have seen significant growth during the COVID-19 health emergency, especially during the period when national borders were closed. Therefore, an exploratory and descriptive study is proposed, because there is little local academic research on the subject. Using a quantitative and cross-sectional approach, a population of 94 registered tourism companies is considered, represented through stratified random probability sampling. The results demonstrate changes in traditional communication strategies in the tourism sector, such as intermediaries and printed materials, to online communication, which are not a consequence of the health emergency.