Diseño de un Sistema de Gestión de Marketing Digital para el desarrollo turístico del Cantón Caluma.

Abstract

The present work aims to design a Digital Marketing Management System for the tourist development of the canton Caluma. The stand point of the research is qualitative and quantitative, field investigations and exploratory bibliographies, descriptive and correlational. The data collection instruments are: interview, surveys and observation. For the tabulation, Excel software and “R” were used. It was found that 73% of the respondents have higher education, 73% did tourism, 75% know the tourist attractions of the province of Bolivar, 55% do not know the tourist attractions of Caluma, 75% do not know the digital media through which tourism is offered and who would like to find out about tourist destinations through social networks, email and search engines. The most widely used digital media is Facebook. With the measurement criteria, a digital marketing management system was designed and the effectiveness was compared to the current communicative management. It was concluded that when establishing strategies according to the need of the market more people can visit the tourist attractions and use the services, generating in this way socioeconomic development and sustainable tourism, it is recommended that the tourism unit consider the improvement of services being he communities the main objective.