Plan de marketing digital para potenciar el posicionamiento de Loja como destino turístico

Abstract

Abstract: This paper presents a digital marketing plan focused on improving Loja's positioning as a tourist destination, seeking to strengthen its digital presence and increase its market competitiveness. The research was conducted in Loja, Ecuador, and focused on a comprehensive assessment of the tourism sector, highlighting the lack of a consolidated digital strategy. Twenty local experts, including tour operators, academics, and public officials, were surveyed to identify strategic priorities and opportunities. A mixed-methodological approach was used, combining qualitative and quantitative analysis, using tools such as PESTEL, SWOT, and CAME, in addition to data processing with SPSS and NVivo. The results showed the need to implement digital marketing strategies focused on digital promotion, technological innovation, strategic alliances, and sustainability. In general conclusion, the proposed plan offers practical and scalable solutions that seek to improve Loja's visibility and tourist appeal, consolidating it as a sustainable and competitive destination in national and international markets.