Gestión de comunicación con el uso una aplicación móvil (App) para impulsar el sector turístico del cantón Esmeraldas

Abstract

The objective of the study was to strengthen communication management with the use of a mobile application (app) to promote the tourism sector of Esmeraldas canton. The research was carried out through a qualitative and quantitative approach in the analysis and interpretation of field work with cross-sectional intervention, due to the level of correlational type that the independent variable will be manipulated experimentally through the questionnaire as a research instrument to determine the degree of acceptance, in addition to the project, it relied on secondary sources of information, which clarified the execution of the SCRUM method for the systematization and self-organization by phases in the development of the tourist tool for cell phones. The survey technique condescended a favorable result for the implementation of the software according to the evaluation in the Likert satisfaction scale it was stated that the population chooses annual trips taking advantage of national holidays, the scarce competition was also highlighted of tourist apps in this town, which is the reason for a great opportunity to enter the market despite its unfavorable internal and external analysis. It is concluded that the use of social media is an essential way to channel persuasive and informative content of the promise of value of the digital product with a massive reach focused on the defined buyer person, which led to the development of communication strategies and tactics to contribute to the strengthening of the investigated sector. The continuity of the study is recommended with practical and methodological contributions that guide the evolution of the Esmeraldas territory and enrich the field of research and development for the continuous progress of future generations.