Estrategias de marketing digital para promoción turística. caso: G.A.D de Pasaje, Ecuador.

Abstract

Currently, more and more tourist entities, companies or government entities use ICT as a means to promote their tourism products or services, hence the importance of implementing digital marketing strategies that contribute to the tourism promotion process of a destination. Online platforms such as a website and social networks are necessary because they constitute a massive and direct digital communication channel that encourages interaction between the brand and its online community based on the published content. The objective of this article is to identify the digital marketing strategies used by the GAD of the Pasaje canton to promote its tourist attractions. It is a qualitative research, the methods of bibliographic review, interview and observation were used in order to determine and describe how the process and the management of promotional content are developed. The results show that the digital marketing strategies that are managed by the Municipality of Pasaje are search engine positioning, through the website, and marketing in social networks, on Facebook, Instagram and YouTube. It is concluded that Facebook is an ideal online platform to position tourist places and create a large brand community.