Plan de marketing digital que fomente el turismo en la ciudad de Bahía de Caráquez, Manabí-Ecuador

The purpose of this research was to develop a digital marketing plan that allows promoting tourism in the city of Bahía de Caráquez, in the province of Manabí-Ecuador. The research was mixed, supported by an analytical and descriptive approach, considering three objectives. The first phase focused on the tourist diagnosis, where through the characterization sheet the general reality of the tourist system of the territory was specified, interviews were also applied where through them it was possible to identify the tourist potential that allows tourist development in the city. The second phase involved the analysis of tourist supply and demand, where it was necessary to apply tourist surveys to find out their profile, determining that the market with the most influx in the city is familiar, since this is a sun and beach destination. -cultural, interviews were applied to the entities in charge in order to verify the management of tourist activity in the city, requiring the review of the tourist cadastre to identify the tourist potential of the city of Bahía de Caráquez. In the third phase, the digital marketing plan was designed, and, for its compliance, the matrix of the marketing plan and strategies was used, the programs and projects were described, evaluating the corresponding tourism indicators, the schedule for verifying compliance was prepared. of each of the programs and projects held for the optimal activity and development of tourism in the city of Bahía de Caráquez.

• Autore principale: Ormaza Ganchozo, Jaime Arístides (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2023
• Soggetti: Marketing digital; Oferta; Demanda; Matriz de estrategias; Desarrollo turístico
• Accesso online: http://repositorio.espam.edu.ec/handle/42000/2246