Plan de marketing digital para posicionar los atractivos turísticos del cantón Logroño, provincia de Morona Santiago

Abstract

The present degree work had the objective of proposing a digital marketing plan that contributes to the positioning of the tourist attractions of the canton Logroño of the province of Morona Santiago with the purpose of demonstrating its tourist potential highlighting its natural subtropical environment, abundant vegetation, diverse fauna, rivers, waterfalls and caves; these are the geographical attributes of the sector that well deserve to be taken advantage of by tourists from around the world. The level of research conducted is descriptive-relational, the techniques were the survey and the questionnaire, which was applied in the population of Morona and for obtaining the sample to be studied, based on the results provided in the market study it is estimated that promotion is an important factor when carrying out a tourist activity, also the most used social networks are Facebook, YouTube and WhatsApp; additionally these are willing to willing to receive information occasionally. Consequently, the idea to be defended is tested and a digital marketing plan and structure of the proposal is proposed, to consecutively detail the SWOT matrix that covers the strengths, opportunities, weaknesses and threats, thus creating the strategic SWOT that contributes to the approach of strategies that promote the positioning of tourist attractions.