Marketing viral y su incidencia en la promoción de los atractivos turísticos del cantón Manta.

Abstract

This research aims to find out how viral marketing affects the promotion of tourist attractions in the Manta canton; To prepare this study, a combination of qualitative and quantitative, field, descriptive and bibliographic approaches was used. The IBM SPSS 25.0 statistical program was used to analyze 383 surveys designed on a Likert scale, confirming the high reliability of the instrument with a coefficient of Cronbach's alpha of 0.994; The results indicate a significant positive assessment between viral marketing and promotion, confirmed by Kendall's Tau_b and Spearman's Rho coefficients, which highlights the relevance of applying viral marketing to optimize the visibility and attraction of tourists through media. digital; These findings suggest that the use of attractive visual content and user participation in social networks are key elements to position Manta as an outstanding tourist destination.