Diseño de estrategias de marketing digital para promocionar el turismo comunitario en la provincia del Guayas
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Fecha
2018
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UNIVERSIDAD DE GUAYQUIL FACULTAD DE CIENCIAS ADMINISTRATIVAS
Resumen
El turismo comunitario en la provincia del Guayas, ha sido poco desarrollado por parte de las
entidades gubernamentales competentes, este turismo corresponde a las comunidades locales
que se convierten en los encargados de proteger su valor económico, patrimonio natural y
cultural. Para esto se analizó datos secundarios de fuentes bibliográficas, y al mismo tiempo
empleando datos primarios a través de los instrumentos aplicados, los cuales evidenciaron:
el 55% no conoce el turismo comunitario, y sólo un 20% sí; sin embargo, el 70% le gustaría
realizar turismo comunitario, el 50% piensan que ninguna entidad promueve el turismo
comunitario y el 51% determinó que les gustaría recibir las promociones turísticas a través de
redes sociales y páginas web. Con el objetivo de profundizar el poco impulso que ha recibido
el turismo comunitario por parte de las entidades gubernamentales, y a partir de una
propuesta elaborada bajo los datos primarios y secundarios estudiados, es necesario y viable
promocionar el turismo comunitario de la provincia del Guayas a través del marketing digital,
diseñando estrategias publicitarias por vía on-line denominadas “Push and Pull”.
Concluyendo, que las entidades gubernamentales deben promocionar el turismo comunitario
en la provincia del Guayas diseñando estrategias de Marketing Digital permitiendo que
contribuyan con fuentes de trabajo para los comuneros y así tener una rentabilidad económica
y sostenible en el tiempo.
Community-based tourism in the Guayas Province has been little developed by the government entities in charge, this tourism corresponds to the local communities that become responsible for protecting its economic value, natural and cultural patrimony. Secondary data was analyzed from bibliographic sources, and at the same time using primary data through the applied instruments, which showed that: 55% does not know communitybased tourism, and only 20% does; however, 70% would like to carry out community-based tourism, 50% thinks that no entity promotes community-based tourism and 51% determined that they would like to receive tourist promotions through social networks and web pages. With the aim of deepening the little impulse that community-based tourism has received from governmental entities, and based on a proposal elaborated under the primary and secondary data, it is necessary and viable to promote community-based tourism in the Guayas province through digital marketing, designing advertising strategies online called "Push and Pull". Concluding, that government entities should promote community-based tourism in the Guayas province designing Digital Marketing strategies allowing them to contribute with sources of work for the local inhabitants and thus have economic profitability and sustainability in time.
Community-based tourism in the Guayas Province has been little developed by the government entities in charge, this tourism corresponds to the local communities that become responsible for protecting its economic value, natural and cultural patrimony. Secondary data was analyzed from bibliographic sources, and at the same time using primary data through the applied instruments, which showed that: 55% does not know communitybased tourism, and only 20% does; however, 70% would like to carry out community-based tourism, 50% thinks that no entity promotes community-based tourism and 51% determined that they would like to receive tourist promotions through social networks and web pages. With the aim of deepening the little impulse that community-based tourism has received from governmental entities, and based on a proposal elaborated under the primary and secondary data, it is necessary and viable to promote community-based tourism in the Guayas province through digital marketing, designing advertising strategies online called "Push and Pull". Concluding, that government entities should promote community-based tourism in the Guayas province designing Digital Marketing strategies allowing them to contribute with sources of work for the local inhabitants and thus have economic profitability and sustainability in time.
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Palabras clave
TURISMO COMUNITARIO, MARKETING DIGITAL, GUAYAS, PROMOCIÓN