Los medios de comunicación y su influencia en la decisión del visitante que llega a los sitios turísticos del cantón Francisco de Orellana.

Abstract

The objective of this research was to analyze the influence by media in the decision of visitors who arrive at Francisco de Orellana canton, through qualitative and quantitative indicators, to determine targeted communication strategies that optimize resources. The most used means of communication were identified in the tourism field, applying a mixed quantitative and qualitative method using research techniques like the survey aimed at visitors, for knowing how are informed about the sites and tourist campaigns, and interview with officials at Municipal Decentralized Autonomous Government of Orellana canton and Hotel Association of Orellana. As a result of the surveys, it was obtained that type of media most used by visitors are digital, mainly the Facebook social network and the YouTube multimedia platform; On the other hand,regarding the interviews,it was distinguished that the public and private sectors are working hand in hand in tourism promotion and in the media. It was concluded that tourism entrepreneurs and institutions have so far directed their advertising, but do not achieve great results,need to carry out systematic planning of both content and media strategies; it is recommended the incorporation of communication strategies for tourism promotion, using selection of media,design of content plans,as well as the optimization of direct communication with customers.