Sociopolitical Tourism Promotional Communication of AMISTUR CUBA S.A.

This Diploma thesis was based on the need of the Incoming Agency AMISTUR CUBA S.A., belonging to the Cuban Institute of Friendship with the Peoples, to project strategic actions related to Promotional Communication in order to position itself internationally as a leading incoming agency specialized in Sociopolitical Tourism. In accordance with the fact that this type of tourism, which pursues the loyalty of friends to the island and the satisfaction of interaction needs with the Cuban Social System, concerns communication modes different from other types of tourism, the research was focused on the realization of a diagnosis of the Management of the Promotional Communication of the receptive during the period 2010-2013, addressed to Tour Operators, Travel Agencies and Friendship Associations, who constitute its main clients. Basically based on theoretical-methodological conceptions in this regard and the application of empirical methods such as observation, in-depth interviews and surveys to the target public, it allowed proposing a set of recommendations, as a premise for the improvement of the management of the travel agency’s Promotional Communication.