Marketing de influencers en la promoción turística del cantón San Vicente.

Abstract

The objective of the research was to evaluate the effectiveness of influencer marketing in increasing tourist flow and improving the perception of the San Vicente Canton. The research adopted a mixed methodological approach, combining quantitative and qualitative methods. An exploratory and descriptive design was used, the technique The survey was used, with a sample of 80 tourists from the San Vicente Canton through non-probabilistic convenience sampling, the instrument used to measure reliability was SPSS v. 26, resulting in reliability through Cronbach's alpha of 0.946, making the instrument reliable, it was concluded that influencer marketing is an indispensable tool to promote tourism in the San Vicente canton, the results of the survey reflect broad support To promote tourism in the Canton of San Vicente, especially on digital platforms, it is essential that tourism promotion strategies be strengthened through a greater digital presence and collaboration with influencers, in order to increase the reach and attraction of the destination.