Impacto que ha generado la promoción turística de los gestores públicos en el cantón Loja mediante las plataformas Sociales del 2017 al 2019

Abstract

Abstract: This thesis addresses the tourism promotion of the Loja canton through the use of social platforms. Current strategies and their effectiveness are identified and analyzed, using qualitative methodologies such as the Delphi method, with interviews with tourism experts and quantitative data through Karma fanpage data. The results show that the networks Social networks are essential to reach a global audience, interact directly with potential tourists and share attractive visual content. Furthermore, the International Festival of Artes Vivas de Loja (FIAVL) stands out as a central event in tourism promotion, generating a high level of interaction in networks. Strategies such as collaboration with influencers and the creation of high-quality content to improve the visibility and attract more visitors. It also highlights the importance of measuring the impact of campaigns through metrics such as reach, impressions and interaction, using tools like Google Analytics and Hootsuite. In conclusion, the proper use of social platforms can significantly enhance the tourism promotion of the canton Loja, increasing visibility and attractiveness at a national and international level.