Estrategias digitales para la promoción turística de la Empresa Pública Municipal de Turismo Colta Lindo y Milenario Touring (COLMITUR – EP) cantón Colta provincia de Chimborazo.

Abstract

The objective of this research project was to design digital strategies for the tourist promotion of the Colta Lindo and Milenario municipal tourism company Touring "COLMITUR-EP" of Colta Canton, Province of Chimborazo, focusing on tourism promotion in social networks for a better positioning of the brand in virtual markets. Transversal, non-experimental research is adopted observing the reactions of the target audience to digital strategies, diagnosing the problems of the sector. The methods are assumed: synthetic, inductive and deductive analytical, with the collection of information from 382 surveys applied to the PEA of the urban area of the city of Riobamba, thus establishing the desertion of a digital communication strategy, by identifying that 77% of the PEA Riobamba is unaware of the tourist offer promoted by COLMITUR-EP, 88% said they would like to carry out tourist activities in the canton. 57% said that the internet is one of the most suitable tools for tourism promotion, through the digital platform Facebook. Subsequently, the Chi-square independence test was significant for the verification of the hypotheses from the surveys carried out before and after the implementation of the pilot plan, responding in an effective way to the stimuli generated within the virtual reality, showing thus the importance of the management of digital marketing in the tourist promotion of the Canton, concluding with the incidence of the design of digital strategies in the tourist promotion. It is recommended to COLMITUR-EP, the implementation of the research project, given that the objective segment generated greater interest and this is reflected in the results of the metrics, thus determining; a relevant role in the positioning of the company, providing users with information on the cultural and natural tourist attractions of the Colta canton.