Digital Marketing Strategies to boost tourism in the region
DOI:
https://doi.org/10.37431/conectividad.v6i1.128Keywords:
Digital marketing, Marketing strategies, Premium tourism, Domestic tourism, Community-based tourismAbstract
Ecuador, recognized as an outstanding tourist destination, faces challenges in the promotion of national and international tourism, whose current projection does not achieve the expected re-sults. To address this problem, a qualitativLodge: Turismoth a descriptive approach was carried out, with the purpose of identifying the most effective Digital Marketing strategies to promote the visit of local and foreign tourists. The methodology focused on the analysis of three types of tourism companies: Mashpi Lodge (premium), Termas de Papallacta (national tourism) and Napo Wildlife Center (community tourism). Their characteristics, parameters, certifications and market strategies were examined. As a result, the most relevant and contextualized Digital Tourism Marketing strategies were selected to propose them as guidelines to be implemented by local companies with aspirations to stand out in the national and international markets.In summary, the research highlights the critical need for the implementation of effective strategies to promote tourism to a broad, increasingly demanding public and thus, achieve position in the competitive tourism market, which constantly evolves and must reinvent itself to meet the requirements. of visitors; This strategic approach is essential to achieve the success and projec-tion of tourism companies in the current scenario.302References
Alvarado, L., & García, M. (2008). Características más relevantes del paradigma socio-crítico: su aplicación en investigaciones de educación ambiental y de enseñanza de las ciencias realizadas en el Doctorado de Educación del Instituto Pedagógico de Caracas. Sapiens(2), 187 - 2002. Obtenido de https://www.redalyc.org/pdf/410/41011837011.pdf
Alonso Coto, M. (2008). El plan de marketing digital: blended marketing como integración de acciones on y offlin. Prentice Hall.
Baumgartner, T., Hatami, H., & Vander Ark, J. (2012). Sales growth: five proven stratagies from the world's sales leaders. Wiley.
Benun, I. (2001). Onlin : marketing your creative services using web sites, e-mail and digital portfolio. North Light Books.
Barrera - Fenández, D., Hernández - Escampa, M., & Balbuena, M. (2017). IMPACTO DE LOS FESTIVALES EN EL TURISMO PATRIMONIAL: EL CASO DEL FESTIVAL
INTERNACIONAL CERVANTINO. International Journal of Scientific Management and Tourism, 3(3), 47 - 66. Obtenido de file:///C:/Users/Hp/Downloads/Dialnet- ImpactoDeLosFestivalesEnElTurismoPatrimonial-6133525.pdf
Campillo - Alhama, C., & Martínez, A. (2019). La estrategia de marketing turístico de los Sitios Patrimonio Mundial a través de los eventos 2.0. Pasos, 17(2), 422 - 425. Obtenido de http://www.pasosonline.org/Publicados/17219/PS219_12.pdf. https://doi.org/10.25145/j.pasos.2019.17.029
Chaffey, D. (2015). Digital business and e-commerce management. (6a. ed.). Pearson Education Limited.
Cravens, D. W., & Piercy, N. F. (2013). Strategic marketing. (10a. ed.). McGraw-Hill.
Madariaga, C. J. (2019). EL TURISMO PATRIMONIAL: LA CULTURA "EN VENTA". 803 - 812. Obtenido de https://www.researchgate.net/profile/Celeste-Jimenez-De-
Madariaga/publication/337186035_El_Turismo_Patrimonial_La_cultura_en_venta/links/5dca 77e8299bf1a47b3038ad/El-Turismo-Patrimonial-La-cultura-en-venta.pdf
Martínez , M. (2013). Paradigmas de la Investigación. 1 - 13. Obtenido de https://pics.unison.mx/wp- content/uploads/2013/10/7_Paradigmas_de_investigacion_2013.pdf
Parra - Meroño, M., & Beltran - Bueno, M. (2014). Touristic Marketing Strategies. Retos Turísticos, 2(1), 6 - 13. Obtenido de http://repositorio.ucam.edu/bitstream/handle/10952/3032/Parra%20y%20Beltran%20%28201 4%29.pdf?sequence=1&isAllowed=y
Perdomo Navarro , C. ., García Capdevilla , D. A. ., & Millán Rojas , E. E. . (2022). Estrategias de marketing verde para el ecoturismo sustentable en el Cañón del río Combeima (Colombia). Aglala, 12(2), 61–84. Recuperado a partir de https://revistas.uninunez.edu.co/index.php/aglala/article/view/1944 (Original work published 21 de diciembre de 2021)
Sepúlveda, L., & Mejía, L. (2014). CARACTERIZACIÓN DE LA ESTRUCTURA DE LOS COSTOS FIJOS Y VARIABLES PARA DETERMINAR LA TARIFA DE LOS ESTABLECIMIENTOS DE ALOJAMIENTO "MEDIANOS Y PEQUEÑOS". CASO SAN JERÓNIMO, SANTA FÉ DE ANTIOQUIA Y SOPETRÁN (ANTIOQUIA - COLOMBIA). VI Congreso Latinoamericano de Investigación Turística, 1 - 22. Obtenido de http://170.210.83.98:8080/jspui/bitstream/123456789/575/1/134%20Sepulveda%20Mejia.pdf
Valarezo Molina, S. B., & Rosillo Suárez, A. N. (2020). Estrategias de marketing sostenible para el posicionamiento turístico en destino de sol y playa parroquia Crucita Ecuador: Posicionamiento turístico. Revista Científica Sinapsis, 1(16). https://doi.org/10.37117/s.v2i17.352
Vázquez, C. R. (20). El Marketing de afiliación en el entorno virtual del siglo xxi. (8), 1 - 14. Obtenido de https://www.researchgate.net/profile/Maria-Magdalena- Fernandez/publication/282183566_El_marketing_de_afiliacion_en_el_entorno_virtual_ del_siglo_XXI_Comunicacion_politica_y_redes_en_Europa/links/56067e2d08ae8e08c0 8da8e8/El-marketing-de-afiliacion-en-el-ent Xie, Y. M. (2019). Navegando en aguas digitales, sumérgete conmigo (2da ed.). Ediciones U. Obtenido de https://elibro.net/es/lc/ister/titulos/127095
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Instituto Superior Tecnológico Universitario Rumiñahui
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The originals published in the electronic edition under the first publication rights of the journal belong to the Instituto Superior Tecnológico Universitario Rumiñahui; therefore, it is necessary to cite the source in any partial or total reproduction. All the contents of the electronic journal are distributed under a Creative Commons Attribution-Noncommercial 4.0 International (CC-BY-NC 4.0) license.
2.png){kind=logo}
