Digital marketing in tourism enterprises in the province of Tungurahua, Ambato canton.

Abstract

In a globalized and interconnected era through the web, social networks have become an important resource when it comes to promoting products, services and tourist destinations. The objective of this research is to design and implement a digital marketing management model that allows entrepreneurs in the canton of Ambato, province of Tungurahua; Disseminate their services through social networks and be beneficiaries of their outreach capacity. The methodology used consisted of a pre-test and an evaluation matrix of digital strategies that allowed diagnosing the management of digital marketing in tourism enterprises in the Ambato canton; to subsequently generate a digital marketing management model and, finally. The results allowed us to identify that the most used social networks are Facebook and Instagram. By applying the management model designed for each venture, it was possible to appreciate in the short term an increase in the different dimensions that were analyzed: attraction, conversion, relationship, sale and analysis. The above allowed us to conclude that the use of social networks for marketing purposes is very productive and requires creativity, as well as organization and monitoring of the different strategies used.