La planificación de marketing digital para apalancar destinos turísticos.

Abstract

Digital marketing has become a highly important tool due to its ability to bring brands and consumers together in a direct, measurable, and strategic way. Digital marketing, along with tourism, has transformed a well-established paradigm for creating or discovering specific segments—target markets—for local, national, and international travelers. In this regard, this research aims to determine the marketing planning for the destinations of San Lorenzo and San Mateo, parishes of the Manta canton in the province of Manabí, through a digital marketing plan that enables, in the medium term, to leverage and position the tourist destinations of the parishes of San Lorenzo and San Mateo. The research adopted an exploratory, descriptive, and explanatory approach, applying the deductive method and techniques such as surveys. The sample consisted of 192 people for San Lorenzo and 192 for San Mateo. The results show a positive perception among tourists regarding the importance of a destination having a digital presence and of implementing digital media to promote tourist destinations. However, high levels of ignorance about tourism campaigns or promotions were identified on social media or websites for San Lorenzo and San Mateo, reflecting the weak digital presence of these two destinations. San Lorenzo and San Mateo have the potential to position themselves as tourist destinations but are currently in a period that requires digital interventions and strategies. Therefore, the San Lorenzo and San Mateo Regional Governments (GAD) should create and maintain digital channels to strengthen and promote both destinations.