Deterioro de la imagen del destino debido a marketing deficiente y falta de promoción.

Abstract

This case study addresses the problems faced by the travel agency Aventura Andina Tours, located in Riobamba and specializing in adventure and nature tourism in the Andean region of Ecuador. Despite offering highly rated services, the agency has lost ground against emerging competitors that employ more effective and modern digital marketing strategies. Aventura Andina Tours' mission is to provide unique tourism experiences with social and environmental responsibility, while its vision seeks to consolidate its position as a leading national adventure and ethnotourism agency. However, these aspirations contrast with the current reality: over the past three years, there has been a notable decline in the acquisition of new clients, both domestic and international. Although the loyalty of some regular tourists remains, the lack of digital tools limits the possibility of reaching a broader audience. This agency lacks a functional website, its social media channels are inactive, and it hasn't developed any advertising campaigns in recent years. Positive client feedback fails to establish a solid digital reputation, while the lack of a graphic identity and a differentiated value proposition contribute to its loss of competitiveness. In contrast, other agencies actively utilize digital platforms, influencer collaborations, and real-time promotions, factors that strengthen their market positioning. Faced with this situation, the agency's partners recognize the urgent need to adapt to new promotion and marketing dynamics. They seek to relaunch their brand and strategically reposition themselves to regain visibility.