Diagnosis of the use of social networks as a means of information and tourism promotion at the cantonal scale in Ecuador: Diagnóstico de la utilización de las redes sociales como medio informativo y de promoción turística a escala cantonal en el Ecuador

Social networks play a fundamental role in economic development, and tourism is no exception. Through publications in various applications, businesses and internet personalities seek to viralize content to reach more people through personalized content. Despite being an important tool, there has not been a diagnosis of how in the country, municipal decentralized autonomous governments use these media to stand out as a tourist destination. The growing use of social networks motivates this study with the objective of analyzing several indicators that allow an assessment of the use that the GAD's give to these social media in the tourism field. The research was conducted through a descriptive qualitative methodology, measured, and categorized through statistical analysis, considering social networks such as: Facebook, Instagram, X and Tik Tok. The results show that Facebook and Instagram are presented as the most used networks at the cantonal level. The highlands are the region with more publications related to tourism issues and despite having tourism resources, the coast still has cantons that need to work on the proper management of their social networks.

• Autor Principal: Lasso Garzón, Freddy Xavier (author)
• Outros autores: Rivas Andrade, Ivette Ornella (author), Espinoza Muñoz, Maria Daniela (author), Erazo Sánchez, Andrea Verónica (author)
• Formato: article
• Idioma: spa
• Publicado: 2023
• Subjects: Redes sociales; Turismo; Cantón; Gobierno autónomo descentralizado; Social Network; tourism; canton; , Municipal Decentralized Autonomous Governments
• Acceso en liña: https://publicaciones.udet.edu.ec/index.php/kalpana/article/view/181