Diseño de estrategias de marketing digital para el desarrollo turístico de la Región Amazónica, Ruta Selva Viva, año 2017

Abstract

The design of digital marketing strategies for tourism development in the Amazon region, Ruta Selva Viva (Living Jungle Route), was undertaken with the objective of disseminating and promoting the natural attractions in the area usual digital communication mediums. A field study was completed and research tools and instruments applied, including surveys given to tourists that visited the provinces of Pastaza, Napo, Orellana and Baños. Interviews and observation were also utilized in the Decentralized Autonomous Government Municipality facilities, which revealed proof of minimal use of digital communication mediums, a lack of planning and marketing and insufficient dissemination of information on the existing tourist attractions in the provinces that make up part of the route. In order to develop the proposal, a pilot program was rolled out, in which different digital marketing strategies were designed and implemented. These included a brand design, website, social networks, images and 360 degree videos, posters and digital magazine, all of which positively impacted tourism development in the region. It is thus possible to promote to note only the country, but also the world in general the different natural attractions that the Amazon region offers and which make it a significant tourist destination in Ecuador. It is recommended that the Cantonal Decentralized Autonomous Government strengthen the dissemination of tourist information by updating their marketing in accordance with new trends in digital marketing and implementing planning for tourism promotion.