Marketing de contenidos en la fidelización de turistas del tobogán del cantón-Jaramijó.

Abstract

This study analyzes the influence of content marketing on tourist loyalty at the Jaramijó Tobogán tourist attraction, a public good that lacks an institutional digital marketing plan. The research used a mixed-methods approach, conducting surveys with 379 visitors and processing the data with SPSS software. The results show that digital content disseminated on social media, primarily Facebook and TikTok, positively impacts tourists' trust, recommendation, and perceived experience. This link strengthens visitor intention and loyalty to the destination. It also confirms that spontaneous interaction between visitors and local stakeholders is the main driver of dissemination, beyond institutional strategies. Although high correlations were observed, these should be interpreted with caution due to methodological limitations in the questionnaire. In conclusion, content marketing represents a key opportunity to enhance the Tobogán's image and consolidate its loyalty.