Diseño de un plan de marketing digital para promover el desarrollo turístico de la ciudad de Machala

Abstract

This study analyzes the best strategies for designing a Digital Marketing Plan for the city of Machala, addressing the current lack of such a plan. The general objective is to design a digital marketing plan by identifying the main tourism modalities to promote tourism development in Machala. A mixed-methods approach was applied, including a diagnosis of Machala’s current situation, surveys of residents, and an interview with the director of the tourism department. The results indicate that although the city has cultural attractions and a gastronomy with great potential, it still lacks a strong social media presence and clearly defined digital strategies to showcase everything it has to offer. Finally, it is concluded that a well-structured digital marketing plan could be the best tool to boost tourism development in Machala.