Estrategias de marketing digital para mejorar el posicionamiento del Parque Acuático Morete de la ciudad del Puyo.

Abstract

The present research work aims to design marketing strategies through social networking platforms that allow improving the positioning and behavior of the consumer of the services offered by the Morete Puyu water park in Pastaza canton. The methodology used in the investigation consisted in the use of investigative techniques and instruments for the collection of information, basically the necessary data were obtained through the application of surveys: by identifying that 74, 03% of the respondents said that the information received comments from family and friends, 81.04% said that the promotions were made by digital means and 61.56% said they would like to be informed through Facebook, in addition a socialization workshop was held to the internal personnel of the Morete Puyu water park, which allowed to establish strengths, weaknesses, opportunities and threats of the identity environment, thanks to the internal and external diagnosis it was possible to determine the most relevant flaws: there are no traditional or digital marketing campaigns, weak positioning of the brand in the consumer. The proposal is based on implementing Digital Marketing strategies that influence consumer behavior. It is concluded that by implementing strategies through social networks according to the demands of the current market, it allows tourists to learn more about the brand, delivering information through creative content. The application of the proposed proposal is recommended, since it will position the tourist attraction in the market, it is also necessary to emphasize the importance of hiring a permanent community manager.