“Plan de medios digitales, para la promoción turística del cantón Calvas, provincia de Loja”

The digital media through social networks have become in a new way of communication more effective and efficient to promote and sell. The general objective of this study is to develop a digital media plan for the tourism promotion of the Calvas canton in the province of Loja. To achieve this research has carried out two specific objectives: to analyze the digital media that are used for the promotion of tourism in the canton of Calvas, a bibliographic review was carried out, summary sheets of the MINTUR, internal and external audit of the media, interviews aimed at authorities of the GAD of Calvas and local actors, also the technique of interview to tourist and for the last the FODA with a matrix CAME, as a result 19 cultural and natural tourist attractions as promotional resources, 13 private digital media and 2 from the Gad de Calvas were identified, with the Semrushs application, it was detected that the website does not comply with the necessary information, in social network Facebook visit Calvas, there are few publications in the last six months, poor perception of the promotion of attractions, establishments and all tourist activities, the audience of the digital media plan was defined, the audience of the digital media plan was defined; in the second objective, to propose a digital media plan for the promotion of tourism in the canton of Calvas, province of Loja, the definition of the buyer persona or ideal client was carried out, SEO strategies, the content plan, the marketing inbouhd, as a result is that the plan is aimed at people over 30 years of age and older and tourists interested in knowing tourist attractions, it was determined that there is no digital media specifically that carries out tourism promotion for the canton, the preferred digital media are the social networks of YouTube, Facebook and Instagram and Tik Tok.

• Main Author: Torres Bermeo, Antonio Fernando (author)
• Format: bachelorThesis
• Language: spa
• Published: 2025
• Subjects: TURISMO; PROMOCION TURISTICA; MEDIOS DIGITALES; LOJA
• Online Access: https://dspace.unl.edu.ec/jspui/handle/123456789/32389