La planificación del marketing digital como instrumento de ventaja competitiva en las empresas de intermediación turística.

Abstract

Digital marketing planning is a rational and programmed process to organize the anticipated way, it requires a perfectly planned methodology that contains specific objectives and has instruments to achieve strategies and actions. The present research aims to determine the implications of digital marketing planning in tourism intermediation companies in the city of Manta, assuming the variables, implementation of digital marketing strategies and productivity. The research used documentary analysis and a quantitative component, where the relevance of the tool is empirically validated. In the first phase, an analysis was carried out in bibliographic sources, then in the second phase, the scientific methodology that makes it possible to obtain the results and achieve the objectives is exposed, while the third phase consisted of the validation of the tool. It was determined that a percentage of tourism intermediation companies in Manta do not have a marketing plan, much less a digital marketing plan, a situation that would make these organizations less competitive.