Plan de marketing digital para posicionar la agencia de viajes internacional Mundodestinos de la ciudad de Riobamba

Abstract

The objective of this research work was to develop a digital marketing plan through communication strategies and online promotion to position MundoDestinos International Travel Agency of Riobamba City. Within the methodology, a mixed approach of the correlational level was obtained, with inductive, deductive, and analytical methods, in addition, a non-experimental and cross-sectional design was expected, as well as the survey, interview, and biometric research as data collection techniques. The results achieved will provide relevant information on the current state of the agency, facilitating the identification of the consumer profile, as well as the specific needs and demands. By this, the company lacks a solid brand image and attractive and communicative visual content to be disclosed on digital platforms. In addition, these results allowed the development of effective strategies to achieve the desired positioning in the market. Thus, digital media and social networks were decisive for users when making purchasing decisions. In this context, it is concluded that the application of a digital marketing plan that adapts to current market demands allows users to obtain a greater understanding of the company and obtain information through creative content. This, in turn, helps to improve the agency's position in the market properly. It is recommended to evaluate the current situation periodically to detect possible weaknesses in the management of digital marketing and, in this way, design new strategies that address the identified needs.