Impacto de las estrategias de marketing digital en la dinamización del turismo en los destinos de baja afluencia del Ecuador
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2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
La presente investigación tiene como finalidad principal evaluar el impacto del uso de estrategias de marketing digital en destinos de baja afluencia en la ciudad de Guayaquil, Provincia del Guayas; ya que al ser puerto marítimo y tener un aeropuerto internacional, para la mayoría de los turistas (nacionales y extranjeros) es considerada un destino de tránsito, para desarrollar este trabajo fue necesario la identificación de la problemática que se centran en las inadecuadas estrategias de marketing digital y su impacto en el desarrollo turístico de la cuidad, lo que provoca que la ciudad de Guayaquil no sea explotada turísticamente,el desarrollo de unmarco teórico que facilitó la mejor comprensión del tema; como metodología se usó un enfoque cualitativo y cualitativo, adicionalmente se utilizaron instrumentos como recopilación de información, revisión bibliografía, entrevistas a expertos, investigación en los resultados se demostró que la gestión de los contenidos digitales también se fortalece gracias al uso de soportes y herramientas que permiten mejorar la presentación de los atractivos turísticos, generar mayor impacto, tangibilidad los destinos turísticos y, a la vez, promover la viralización de la información publicada, como conclusión Laciudad de Guayaquiltiene unaltopotencial en turismo, pero que se necesita del desarrollo de estrategias para diseñar adecuados canales de comunicación que permitan dar a conocer de manera nacional e internacional la oferta turística que tiene Guayaquil.
The main purpose of this research is to evaluate the impact of the use of digital marketing strategies in low-traffic destinations in the city of Guayaquil, Guayas Province; Since being a seaport and having an international airport, for most tourists (national and foreign) it is considered a transitdestination, to develop this work it was necessary to identify the problems that focus on inadequate marketing strategies digital and its impact on the tourist development of the city, which causes that the city of Guayaquil is not exploited for tourism, the development of a theoretical framework that facilitated a better understanding of the subject; As a methodology, a qualitative and qualitative approach was used, additionally instruments such as information collection, bibliography review, interviews with experts, research on the results were used, it was shown that the management of digital content is also strengthened thanks to the use of supports and tools that They allow to improve the presentation of tourist attractions, generate greater impact, tangibility of tourist destinations and, at the same time, promote the viralization of published information, in conclusion The city of Guayaquil has a high potential in tourism, but development is needed of strategies to design adequate communication channels that make it possible to publicize the tourist offer that Guayaquil has nationally and internationally.
The main purpose of this research is to evaluate the impact of the use of digital marketing strategies in low-traffic destinations in the city of Guayaquil, Guayas Province; Since being a seaport and having an international airport, for most tourists (national and foreign) it is considered a transitdestination, to develop this work it was necessary to identify the problems that focus on inadequate marketing strategies digital and its impact on the tourist development of the city, which causes that the city of Guayaquil is not exploited for tourism, the development of a theoretical framework that facilitated a better understanding of the subject; As a methodology, a qualitative and qualitative approach was used, additionally instruments such as information collection, bibliography review, interviews with experts, research on the results were used, it was shown that the management of digital content is also strengthened thanks to the use of supports and tools that They allow to improve the presentation of tourist attractions, generate greater impact, tangibility of tourist destinations and, at the same time, promote the viralization of published information, in conclusion The city of Guayaquil has a high potential in tourism, but development is needed of strategies to design adequate communication channels that make it possible to publicize the tourist offer that Guayaquil has nationally and internationally.
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MARKETING DIGITAL, ESTRATEGIAS, TURISMO, DINAMIZACIÓN