Diseño de estrategias comunicacionales para el posicionamiento de la aplicación digital “Turismo Guaranda” del departamento de Turismo del GAD Guaranda, año 2023
This research project was developed to propose communication strategies for the positioning of the ‘Guaranda Tourism’ digital application of the Guaranda GAD Tourism Department. For the elaboration of research work, documentary research was used, which allowed to obtain the necessary information fro...
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| 格式: | other |
| 語言: | spa |
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2023
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| 在線閱讀: | https://dspace.ueb.edu.ec/handle/123456789/5839 |
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添加標簽 | 總結: | This research project was developed to propose communication strategies for the positioning of the ‘Guaranda Tourism’ digital application of the Guaranda GAD Tourism Department. For the elaboration of research work, documentary research was used, which allowed to obtain the necessary information from thesis, articles, and books; field research, through which first-hand data were obtained; and descriptive research, through which all the collected information was detailed. Moreover, the deductive method was used in qualitative research, and the inductive, with the quantitative. Besides, the techniques and tools relevant to the study were used, such as interviews with an expert to learn about the subject in depth and surveys to Guarandean citizens. The research’s result is that respondents express the need for a mobile app that informs the tourist’s attractions of the canton, while experts on the subject mention that a digital tool is an excellent alternative that tourists can count on, which is why it is proposed a strategic communication plan for the positioning of the ‘Guaranda Tourism’ digital application since the communications strategies will make the app and everything it offers visible. Keywords: Guaranda Tourism, Positioning, Communication Strategies, Strategic Communication Plan. |
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