Influencia de la comunicación turística del destino Cuba en la intencionalidad de viajes

Introduction: Destination promotion is a decisive factor in shaping tourists' intentions, especially when considering sustainable development principles and seeking to diversify tourism services. Methodology: This research analyzes how communication strategies focused on Cuba's sustainable values influence tourists' intentions to visit. The main objective is to evaluate how advertising content emphasizing sustainability influences potential tourists' perceptions and changes their intentions to travel to Cuba. Due to the quantitative research design and semi-experimental approach, surveys were conducted before and after participants viewed the destination's advertising spot. Results: The results highlight that communication strategies focused on sustainability and the authenticity of the Cuban experience positively impact travel intentions, especially among tourist segments interested in ecotourism and responsible tourism. Conclusions: The study concludes that integrating sustainability and communication strategies can improve destination perceptions and increase visitation intention, in line with the global trend toward sustainability in the tourism industry.