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

Abstract

The study investigates the decline in Aventura Andina Tours' reputation, caused by inefficient marketing and a lack of online promotion. Shortcomings such as the lack of a functioning website, limited social media engagement, the absence of advertising campaigns, and a lack of a visual identity were highlighted, which diminished its ability to compete with new operators. Using an approach based on analysis and synthesis, the current situation was assessed and an action plan focused on digital marketing and branding was formulated. Suggested tactics include establishing a website, actively managing social media, implementing digital campaigns, and forming partnerships with influencers. The conclusion is that implementing these strategies is essential to revitalizing the brand, regaining customers, and enhancing the tourism offering, thus contributing to the sector's economic growth.