Marketing digital para impulsar los atractivos turísticos del cantón Gualaquiza, provincia de Morona Santiago

Abstract

This research work addressed the problems faced by the canton of Gualaquiza, located in the province of Morona Santiago. The purpose of this study was to develop a digital marketing plan to promote the tourist attractions of the canton of Gualaquiza. To support the research, it was necessary to focus on methodological tools such as qualitative and quantitative methods because it allows for obtaining clearer results; combined with the use of methods such as interviews, surveys, and observations, in this context, it is determined that there is an urgent need to develop a digital marketing plan to promote tourist attractions since the canton Gualaquiza does not have a large participation in the tourism market, therefore, does not know how to use digital tools to maintain constant communication with customers. The proposal was developed by analyzing the current situation of the country, which describes the internal and external factors that affect it. MEFE, MEFI, SWOT, and CAME analysis tools were used in order to improve a digital marketing strategy aimed at effective communication with the market to promote the tourist attractions of the canton Gualaquiza, therefore, it was recommended to apply this digital advertising model, which will seek to boost tourism.