Marketing Analysis: Tourism Promotion in the State of Tabasco

Abstract

This article aims to analyze the tourism marketing strategies implemented in the state of Tabasco, with the purpose of identifying strengths and areas of opportunity that will allow for the design of effective promotional proposals to position the state as an attractive destination in the national and international market. Tabasco is characterized by its ecological diversity, in areas such as Yumká, the Centla wetlands, and the Pueblos Mágicos (Magical Towns) of Tapijulapa, Teapa, and Frontera. These sites allow for linking conservation and the local economy through sustainable activities that foster community participation. In the cultural sphere, the Tabasco Fair, the Carlos Pellicer Cámara Regional Museum of Anthropology, and the Pochó dance in Tenosique stand out. These events offer immersive experiences capable of attracting visitors interested in the state's historical and festive heritage. Tabasco's gastronomy is a key element of its identity, represented by dishes such as pejelagarto (alligator gar), chipilín tamales, and pozol, which integrate indigenous and mestizo heritages. A qualitative, descriptive, exploratory, and explanatory methodology was applied. In conclusion, these resources position Tabasco as an authentic, diverse, and culturally significant destination with the potential to attract sustainable and immersive tourism, capable of fostering regional social and economic development.