Social media marketing en marcas turísticas de El Oro. Caso: Playa Jambeli y Playa San Gregorio.

Abstract

Social networks are interaction platforms that make it possible to create a community around a brand, allowing followers to interact and interact immediately with the content they publish. In the current context, for tourism brands, social media marketing stands out as a fundamental tool for a managing online presence and maintaining notoriety in times of pandemic. Consequently, it is of interest to study how tourism brands use social media marketing to communicate with their audience and publicize their offer. The objective is to carry out a comparative analysis of the social media marketing strategies of Jambeli and San Gregorio beaches in the province of El Oro. The research is qualitative, the variables presence, engagement and publications were observed, bases on the PRGS model proposed by IAB Spain Research, but taking as a reference the adaptation of the same proposed by Gutiérrez, Sánchez and Galiano (2018). The results show that the social networks where tourism brands have great opportunities to be searched and found by users is Facebook. That the content strategies of tourism brands are dominated by promotional and branded content, in video and image format; identifying that the frequency, type of format and content have a direct impact on the participation or engagement rate.