Propuesta de un plan estratégico basado en mobile marketing para difusión del patrimonio natural del cantón Pasaje.

Abstract

The purpose of this study is to show that the Pasaje canton has an exuberant natural heritage that requires further dissemination, especially for those natural attractions such as La Playita, Pailones de Muyuyacu and Pailones del Rio Tobar. According to the survey carried out using Microsoft Form, those are the ones that have fewer information or are hardly visited. Due to this, a strategic plan based on Mobile Marketing is proposed with the design of a prototype and preview of an application through Google Sites and AppCreator24, advertising campaigns with Google AdWords and dissemination through a WhatsApp channel by the name of "Rinconia Nature". The aforementioned strategies contribute to the development of local tourism in an innovative way. A mixed research approach was used for this study, combining quantitative and qualitative methods. Also, a descriptive type of research was used to understand the current situation of the problem and exploratory research to discover new aspects. It applies the deductive method to formulate and test hypotheses in order to optimise the Mobile Marketing strategy to promote the natural heritage of the Pasaje canton. It is concluded that there is a demand for information about the natural heritage of the Pasaje canton considering the outdoor activities that can be carried out there in a sustainable way. For this reason, it is important to emphasize the need for an effective dissemination strategy where the demographic profile of the sample supports the use of Mobile Marketing. Finally, it is recommended to develop an interactive mobile application, to integrate advertising campaigns in Google AdWords and WhatsApp, as well as to produce high quality visual content.