Plan de marketing digital para reactivar el sector económico del cantón Santa Clara, provincia de Pastaza

Abstract

This research work was based on the development, and the generation of strategies for digital marketing to reactivate the economic field of the Santa Clara Canton, in the Pastaza province. Considering that the sustainability of tourism plays a significant role. Since it involves a planned, controlled, and rational manipulation of the resources that guarantee a harmonious tourist development for the canton. To achieve these goals, various methods of Research were applied, being one of them the qualitative method, since each of the social, economic, and productive components of the Development Plan, and Town Planning of Santa Clara Canton. From this point to create a diagnosis that helped to know the current situation of the canton, it was also quantitative. According to the data collected through interviews with stakeholders in the canton, and the application of surveys to national tourists and foreigners through Google Drive; with all the elements obtained, an analytical methodology was used, the same one that allowed to delimit higher priority factors for the canton. With the results obtained from the situational diagnosis, interviews, and surveys the attributes of the canton were delimited. Existing a great potential at the level of tourist resources, cultural, historical, and connectivity. In which marketing strategies were developed. It was concluded that digital strategies according to market need, allows the economic field of the Santa Clara canton based mainly on tourism, gets reactivated and therefore more people visit the sector and make use of its services, generating socioeconomic development. It is recommended to the tourism department of the Decentralized Autonomous Governments of Santa Clara to consider the continuity of digital strategies for the benefit of the canton.