Diseño y ejecución de un proyecto comunicacional digital en la plataforma Facebook para difundir la riqueza Cultural, Natural y Gastronómica del Cantón Zaruma, provincia de El Oro

Abstract

Abstract: The objective of this work was to design and execute a communication project to promote the cultural, natural and gastronomic wealth of the Zaruma canton through a digital approach. The research used a mixed methodology and was divided into 3 phases: In the first phase, the benchmarking method was used to analyze digital management on social networks, identifying opportunities for improvement in profiles that relate to Zaruma on Facebook, Instagram and TikTok. This search revealed a lack of strategy and attractive content in existing accounts. In the second phase, a survey was applied to learn about the use of social networks and collect opinions about the project, the results reflected a good acceptance, therefore a Facebook page was designed, with a logo that represents the cultural and natural values of Zaruma, the page is titled "Zaruma Activa" and to date reaches 350 followers and shows a great impact, with quite shared and viewed publications. In the third phase, a digital business plan was developed for the "Zaruma Activa" page. The study concludes that this digital communication proposal positions Zaruma as a tourist destination that stands out in the region and in the country.