Plan de Marketing Turístico Digital para el Festival Internacional de las Artes Vivas Loja, 2023 - 2028

Abstract

Abstract: This project addresses the Digital Tourism Marketing Plan for the Loja International Festival of the Living Arts, 2023-2028, which requires a complex analysis. In this context, a theoretical framework that defines the tourism perspective in favor of the city was elaborated, in which relevant conceptualizations about: digital tourism, markentig in social networks, organization of the event and future planning to be carried out are introduced. With this background, we will focus on determining a tourism proposal for the festival. The importance of this work is developed in knowing its potential for this artistic cultural event, through the current digital tools, thus generating strategies for the promotion and strengthening of tourism in the city of Loja. Therefore, the research is subject to conduct a field study to 200 people, to know the acceptance of the same and to be able to make improvements in its next editions, in favor of domestic and foreign tourists. Finally, it is concluded that in the case of the festival it is unique and attractive for the enjoyment of the public.