Plan de Marketing Turístico Digital para la Agencia de Viajes Rutas y Rostros

Abstract

Abstract: The objective of this research is to design a digital marketing plan for the travel agency Rutas y Rostros, optimizing its digital presence and strengthening customer acquisition and loyalty. A qualitative methodology based on a focus group with managers and marketing directors of travel agencies in Ecuador is used, complemented by content analysis and SEO, social media, PPC advertising, and automation strategies. The findings highlight the importance of social media, such as Instagram and TikTok, for emotionally connecting with customers, the need for tools such as chatbots and CRM to optimize processes, and the challenges related to consumer training and trust. The conclusions indicate that digital marketing is essential for competitiveness in the tourism sector, and that its adoption requires integrated strategies, appropriate technology, and a focus on customer experience. This work provides a practical strategic framework to drive the digital transformation of travel agencies, helping to strengthen their position in a constantly evolving market.