“Digital Marketing in the Promotion of Tourism in Bahía de Caráquez”

Abstract

The main objective of this research was to analyze the impact of digital marketing for the promotion and development of tourism in Bahía de Caráquez, the importance of the object of study lies in understanding and taking advantage of the tourist potential of the city, Bahía de Caráquez has a cultural heritage and rich natural that deserves to be promoted effectively, the methods used in the research were quantitative and qualitative, the type of research was descriptive and allowed us to obtain a detailed understanding of the digital marketing that is being used in Bahía de Caráquez, the target population of study. were the inhabitants and visitors of Bahía de Caráquez, the technique used was the survey, with a sample of 80 people through random sampling, the instrument used to measure reliability was SPSS v. 25, resulting in reliability through Cronbach's alpha of 0.987, the instrument being reliable, it is concluded that digital marketing is revealed as an indispensable tool to promote tourism in Bahía de Caráquez, the results obtained demonstrate that applying digital strategies well designed can significantly increase the visibility of the destination and attract more tourists, so it is important to adapt marketing practices to new trends, and in this way position Bahía de Caráquez as an attractive destination in the Ecuadorian tourism panorama.