Merchandising: Efectividad en las ventas de los emprendimientos del Paseo Roberto en Bahía de Caráquez.

Abstract

The main objective of this research was to analyze the impact of digital marketing for the promotion and development of tourism in Bahía de Caráquez, the importance of the object of study líes in understanding and taking advantage of the tourlst potential of the city, Bahía de Caráquez has a cultural herltage and rich natural that deserves to be prometed effectively, the methods used in the research were quantitative and qualitative, the type of research was descriptiva and allowed us to obtaln a detailed understanding of the digital marketing that is being used In Bahía de Caráquez, the target populatlon of study. were the lnhabitants and visitors of Bahía de Caráquez, the technlque used was the survey, wlth a sample of 80 people through random sampling, the instrument used to measure reliability was SPSS v. 25, resulting In reliability through Cronbach's alpha of 0.987, the instrument being rellable, it is concluded that igital marketing Is revealed as an indispensable tool to promote tourism in Bahía de Caráquez, the results obtained demonstrate that applylng digital strategies well designad can significantly increase the vislbillty of the destination and attract more tourists, so lt is important to adapt marketing practlces to new trends, and In this way position Bahía de Caráquez as an attractíve destination in the Ecuadorian tourism panorama.