Diagnóstico de las necesidades y desafíos del marketing digital en los emprendimientos turísticos del cantón Vinces
| dc.contributor.advisor | Montecè Macías, Marjorie | |
| dc.contributor.author | Cedeño Guerrero, Meyling Nayeli | |
| dc.contributor.author | Suarez Villafuerte, Anthony Joel | |
| dc.date.accessioned | 2025-06-05T17:15:40Z | |
| dc.date.available | 2025-06-05T17:15:40Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18558 | |
| dc.description | A comprehensive study was conducted to analyze the needs and challenges of digital marketing in tourism ventures to recommend innovative strategies. Unsubscribed digital methods impede competitiveness and industry growth among the most common use of digital tools. Ability to capture the attention of travelers and be loyal. Mixed research was carried out, which allowed key information to be collected through interviews with the owners of tourism ventures and surveys of consumers of their products, which provided perfect and detailed opinions on current practices, restrictions, opportunities and new development of digital marketing, and provided expectations for tourists. Due to this, it will allow the development of new strategies. The exploratory nature of the research made it possible to identify the lack of digital strategies that tourism ventures have, giving priority to traditional dissemination methods such as "word of mouth", which limits the influx of consumers. Obstacles such as poor training in digital tools and current insecurity were evident, which prevent the application of innovative optics. TikTok and Facebook applications were determined as alternatives to improve the visibility of establishments, due to their potential to generate attractive content. Based on the data obtained, new methods are proposed to improve digital marketing, such as training in the use of digital tools and social networks, generating attractive content on search networks that are trending among consumers, implementation of digital assistants or chatbots to optimize the WhatsApp messaging network and collaborations with influencers. These proposals seek to reinforce the digital presence of tourism ventures in the Vinces cantón, increase their recognition and position it as a relevant tourist destination. | es_ES |
| dc.description | A comprehensive study was conducted to analyze the needs and challenges of digital marketing in tourism ventures to recommend innovative strategies. Unsubscribed digital methods impede competitiveness and industry growth among the most common use of digital tools. Ability to capture the attention of travelers and be loyal. Mixed research was carried out, which allowed key information to be collected through interviews with the owners of tourism ventures and surveys of consumers of their products, which provided perfect and detailed opinions on current practices, restrictions, opportunities and new development of digital marketing, and provided expectations for tourists. Due to this, it will allow the development of new strategies. The exploratory nature of the research made it possible to identify the lack of digital strategies that tourism ventures have, giving priority to traditional dissemination methods such as "word of mouth", which limits the influx of consumers. Obstacles such as poor training in digital tools and current insecurity were evident, which prevent the application of innovative optics. TikTok and Facebook applications were determined as alternatives to improve the visibility of establishments, due to their potential to generate attractive content. Based on the data obtained, new methods are proposed to improve digital marketing, such as training in the use of digital tools and social networks, generating attractive content on search networks that are trending among consumers, implementation of digital assistants or chatbots to optimize the WhatsApp messaging network and collaborations with influencers. These proposals seek to reinforce the digital presence of tourism ventures in the Vinces cantón, increase their recognition and position it as a relevant tourist destination. | es_ES |
| dc.description.abstract | Se llevó a cabo un estudio exhaustivo para analizar las necesidades y desafíos del marketing digital en los emprendimientos turísticos para recomendar estrategias innovadoras. Los métodos digitales no suscriptos impiden la competitividad y el crecimiento de la industria entre el uso más habitual de las herramientas digitales. Habilidad para captar la atención de los viajeros y ser fiel. Se llevó a cabo una investigación mixta, lo que permitió recopilar información clave a través de entrevistas a los propietarios de los emprendimientos turísticos y encuestas a los consumidores de sus productos, lo que proporcionó las opiniones perfectas y detalladas sobre las prácticas actuales, las restricciones las oportunidades y el nuevo desarrollo de marketing digital, y proporcionó expectativas para los turistas. Debido a esto permitirá desarrollar nuevas estrategias. El carácter exploratorio de la investigación, hizo posible identificar la carencia de estrategias digitales que tienen los emprendimientos turísticos, dando prioridad a métodos de difusión tradicionales como el “boca a boca”, lo que limita la afluencia de consumidores. Se evidenciaron obstáculos como la escasa capacitación en herramientas digitales y la inseguridad actual, que impiden la aplicación de ópticas innovadoras. Las aplicaciones de TikTok y Facebook se determinaron como alternativas para mejorar la visibilidad de los establecimientos, debido a su potencial para generar contenido atractivo. Basándose en los datos obtenidos, se proponen nuevos métodos para mejorar el marketing digital, como la capacitación en el uso de herramientas digitales y redes sociales, generar contenido atractivo en las redes de búsqueda tendencia entre los consumidores, implementación de asistentes digitales o chatbots para optimizar la red de mensajería de WhatsApp y colaboraciones con influencers. Estas propuestas tratan de reforzar la presencia digital de los emprendimientos turísticos del cantón Vinces, aumentar su reconocimiento y posicionarlo como un destino turístico relevante. | es_ES |
| dc.format.extent | 61 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Emprendimientos turísticos | es_ES |
| dc.subject | Estrategias digitales | es_ES |
| dc.subject | Marketing digital redes sociales | es_ES |
| dc.subject | Visibilidad | es_ES |
| dc.title | Diagnóstico de las necesidades y desafíos del marketing digital en los emprendimientos turísticos del cantón Vinces | es_ES |
| dc.type | bachelorThesis | es_ES |
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