Marketing digital en los emprendimientos turísticos de la provincia de Tungurahua, cantón Ambato.

IF 0.8 Q3 SOCIAL SCIENCES, INTERDISCIPLINARY Universitas-Revista de Ciencias Sociales y Humanas Pub Date : 2023-05-01 DOI:10.24133/recihys.v1i1.3147
Johanna Monge, Angélica González
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Abstract

In a globalized and interconnected era through the web, social networks have become an important resource when it comes to promoting products, services and tourist destinations. The objective of this research is to design and implement a digital marketing management model that allows entrepreneurs in the canton of Ambato, province of Tungurahua; Disseminate their services through social networks and be beneficiaries of their outreach capacity. The methodology used consisted of a pre-test and an evaluation matrix of digital strategies that allowed diagnosing the management of digital marketing in tourism enterprises in the Ambato canton; to subsequently generate a digital marketing management model and, finally. The results allowed us to identify that the most used social networks are Facebook and Instagram. By applying the management model designed for each venture, it was possible to appreciate in the short term an increase in the different dimensions that were analyzed: attraction, conversion, relationship, sale and analysis. The above allowed us to conclude that the use of social networks for marketing purposes is very productive and requires creativity, as well as organization and monitoring of the different strategies used.
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安巴托州通古拉瓦省旅游企业的数字营销。
在一个全球化和网络互联的时代,社交网络已经成为推广产品、服务和旅游目的地的重要资源。本研究的目的是设计和实施一个数字营销管理模式,使企业家在安巴托州,通古拉瓦省;通过社会网络传播其服务,并成为其外联能力的受益者。使用的方法包括预测试和数字战略评估矩阵,可以诊断安巴托州旅游企业的数字营销管理;然后生成数字营销管理模型,最后。结果让我们确定使用最多的社交网络是Facebook和Instagram。通过应用为每个企业设计的管理模式,有可能在短期内体会到所分析的不同维度的增加:吸引力、转换、关系、销售和分析。综上所述,我们可以得出这样的结论:将社交网络用于营销目的是非常有效的,需要创造力,以及对所使用的不同策略的组织和监控。
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来源期刊
Universitas-Revista de Ciencias Sociales y Humanas
Universitas-Revista de Ciencias Sociales y Humanas SOCIAL SCIENCES, INTERDISCIPLINARY-
自引率
0.00%
发文量
22
审稿时长
8 weeks
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