Abstract
In nowadays digital, companies seek to remain present in the psyche of their customers to generate a positive image of their brand and to be remembered at the mention of their name. To this end, they have resorted to the use of social networks, an effective tool in this process. In this context, the goal was to analyze the connection between brand recognition and social media marketing in the tourism industry of Tarapoto. This study is framed within a quantitative, non-experimental and relational methodology. Two surveys were used, directed to a sample of 384 guests and potential clients. The findings showed that more than 50% of respondents perceive both social media marketing and brand awareness in the hotel industry as insufficient. In addition, moderate correlations were found between the various dimensions of brand awareness and social media marketing. It was deduced that there is a significant relationship between these two variables, with a Spearman correlation index equal to .687 and the significance level equal to .001 in hotel companies in Tarapoto, for the year 2023.
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