Resumo

SOTOMAYOR GRANDA, María Fernanda. Propuesta de difusión turística mediante herramientas web y estrategias de marketing digital. Caso de estudio: cantón Loja, Ecuador. Siembra [online]. 2019, vol.6, n.1, pp.68-84. ISSN 2477-8850.  https://doi.org/10.29166/siembra.v6i1.1717.

The purpose of this study is to propose the implementation of digital strategies for the promotion of tourist destinations: Case study "The Loja Canton" based on a tourist diagnosis and field web observation. The methodology used has two approaches; qualitative through interviews with local tourism professionals and quantitative through random surveys applied to of the tourist staff, including an opinion poll aimed at tourist visiting the Loja Canton. The study showed tourist´s preferences when researching the destination to be visited and the existence of a lack of digital tourism innovation, in which real and reliable information about the destination can be found; in addition to the need for an official website that can offer in a better way the tourist attractions of the Loja Canton. Moreover, with the results obtained, we seek to motivate companies in this visiting sector and municipalities on the importance of implementing digital marketing plans, which contribute to meet the objectives of tourism campaigns and its competitiveness in the market.

Palavras-chave : Tourism; Competitiveness; Promotion; Strategies; Innovation.

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