Estrategias de marketing y comercialización en redes sociales de Zaruma como pueblo mágico del Ecuador

Abstract

Abstract: The Master's thesis proposes digital marketing strategies in social networks around the declaration of Zaruma as a Magical Town of Ecuador and aims to position the destination in the main digital platforms. This research project was carried out through the analysis of terms and concepts related to social media marketing and a qualitative exploratory research, through the Delphi method, with interviews with 10 experts directly and indirectly linked to the last declaration of Pueblo Mágico. In addition, the need arose to establish mechanisms that involve all actors in the tourism sector, encouraging private investment for sustainable development. The proposed results are mainly focused on generating quality digital content refreshing the image of Zaruma, creating a unique sales proposal and enhancing the physical and human resource according to new technologies, with the purpose of Zaruma as a Magical Town has notoriety and remembrance on the web, contributing to the financial and non-financial development of the destination.