Plan de marketing con énfasis en social media para la promoción del turismo cultural religioso de la ciudad de Cuenca

Abstract

Abstract: Social media or Social Networks have become one of the most important technological tools in the world of digital marketing, generating strategies of all kinds for proper business development. This research work is based on the study of the behavior of social networks of the main religious tourist attractions in the city of Cuenca, Ecuador. Its objective is to analyze the current presence on social digital platforms in order to propose a marketing plan. The PRGS model proposed by the International Advertising Bureau is used to develop this research. The results investigated showed a deficiency in the management of digital resources, which is why a digital marketing plan for social networks is finally proposed and therefore promote the tourist attractions of religious indoles in the city.