Diseño de plan de marketing para el desarrollo turístico del cantón Girón

Abstract

Abstract: Tourism has evolved considerably with digitalization, which facilitates the promotion of destinations through platforms and technologies such as social media and artificial intelligence. The Girón canton, in the province of Azuay, has great potential to become a prominent destination for community, cultural, and adventure tourism. This thesis presents a digital marketing plan to promote these tourist attractions. This plan is structured on a theoretical basis regarding tourism and digital marketing, highlighting their importance and the technological tools available. Additionally, the study methodology is presented, which includes a diagnosis of the canton and an analysis of tourism supply and demand. The results of a survey on tourist preferences highlight an interest in ecotourism and local resources. Finally, the fourth chapter proposes specific digital strategies, such as search engine optimization and the use of social media, to increase visibility and promote sustainable tourism in Girón.