El presente trabajo tuvo como objetivo principal: Identificar la relación entre la información que una marca país comunica como herramienta que fomenta en la decisión de viajar a un país de la región sudamericana del público objetivo. La metodología de estudio fue de carácter mixto: cualitativo mediante el empleo de entrevistas a un grupo de personas del público objetivo y expertos; y cuantitativo por medio de encuestas aplicadas a una muestra significativa. Los resultados principales mostraron que las personas utilizan con mayor frecuencia el medio online para la búsqueda de información y mencionaron también que sí han visto alguna vez alguna publicidad de alguna de las marcas país evaluadas en el presente estudio por medios masivos o alternativos. Mediante las percepciones que tienen sobre los países lograron identificar ciertos elementos de la comunicación del destino; sin embargo, no conocían alguna campaña o esfuerzo promocional a profundidad o la presencia que ha tenido el país como imagen en distintas actividades. A pesar de eso, un 76% de la muestra identificó que una marca país sí puede ejercer una influencia en la decisión de viaje a uno de los países sudamericanos estudiados. Esto significa que, mediante una estrategia y campaña de promoción adecuada, se pueden finalmente alcanzar los resultados positivos que una marca país tiene como objetivo: el generar una mayor atractividad hacia el destino, sea para la generación de mayores divisas por medio de actividades como el turismo, por los negocios dentro del territorio o las inversiones posibles luego de haber visto al país como un lugar apto. / The following thesis’ objective was to: identify the relationship between the information that a country brand communicates as a tool of influence in the decision to travel to a country in the South American region in people from the target. The methodology of the study was mixed: qualitative through the use of interviews with a group of people from the target audience and experts in the field; and quantitative according to a survey applied to a given sample according to the population. The main results showed that people use most often online media for finding information and even mentioned in certain cases that they have seen any advertising of any of the country brands evaluated in this study by massive or alternative media. In addition, by perceptions the target was able to identify certain elements of the communication of the destination; however, they did not know any campaign or promotional effort at depth or the presence that has had the country as image in different activities. Despite that, 76% of the sample identified a brand country as an influence in the decision to travel to one of the South American countries studied. This means that, through a strategy and appropriate promotional campaign, the positive results can be achieved by a country brand: generating a greater attractiveness to the destination, whether for the generation of major currencies by means of activities like tourism, businesses within the territory or investments possible after seeing the country as a place. / Tesis

Climate change poses the most significant threat to sustainable tourism in the 21st century, impacting destinations globally with abnormal weather phenomena. Climate change not only affects the environment but also our mental health. Extreme weather events linked to climate change increase the risk of anxiety, depressive disorders, and other mental health issues, particularly among young people such as Gen-Z. Nevertheless, climate change anxiety has shown potential to motivate eco-friendly actions, including travel choices. The current research gap exists concerning how climate change anxiety influences travel decision-making. Understanding this relationship is crucial for comprehending the psychological factors driving environmentally responsible decisions. In the present study, the protection motivation theory offers the theoretical lenses for understanding responses to fear stimuli and the motivation for protective actions. This study utilized a nonequivalent quasi-experimental design with focus groups to investigate the impact of climate change anxiety on travel choices among Gen-Z university students. Two groups, a treatment group and a comparison group, were exposed to different climate change videos designed to evoke higher or lower levels of anxiety. While the video shown to the treatment group successfully heightened climate change anxiety, the study found that increased anxiety did not necessarily result in sustainable travel choices. Instead, it often led to feelings of apathy and desensitization. The research identified lack of self-efficacy, cost and time as the main barriers for university students to consider more environmentally travels. It highlights the need for better climate change communication to inspire positive action, emphasizing a vision of a better future. The study’s results offer a baseline for future research aimed at understanding effective climate change communication strategies that prompt pro- environmental actions. Interventions aimed at reshaping travel decision-making, which take into account climate change anxiety and evolutionary biases influencing travel choices, can offer valuable insights for public campaigns promoting sustainable consumption among Gen Z. By nudging tourists and making sustainability the default choice, these interventions could effectively encourage more eco-friendly travel decisions.