Plan de marketing digital para fomentar los atractivos turísticos del cantón Carlos Julio Arosemena Tola, provincia de Napo

Abstract

The main objective of this research work called "Digital Marketing Plan to Promote the Tourist Attractions in Carlos Julio Arosemena Tola canton of Napo province" was to seek brand recognition through the use of digital marketing tools in the entity. The methodology used was based on direct observation and surveys applied to the economically active population of tourists in the canton because is the most recurrent in terms of visits, the director of Economic, Social, Cultural and Tourist Development and the Vice-Mayor of the canton were also interviewed. The qualitative and quantitative approach made it possible to tabulate the results, showing that 52% of people use the Internet to get information on tourism through the website and social networks. In addition, the SWOT matrix and the crossing of variables were developed to stablish the strategies that seek to improve the recognition of the tourist image of Carlos Julio Arosemena Tola canton to catch the target audience through interaction in different digital media such as Facebook, Instagram, WhatsApp, Tik Tok, website and later use content marketing through important tools within the SEO positioning as keywords, development of CHAT BOT, to finally follow up and control through the metrics of Marketing. The implementation of the proposed tourism marketing plan is recommended as a tool to increase the recognition and tourist attractiveness of the canton, mitigate existing shortcomings and follow up on this work to achieve the desired results.