Análisis del uso de las redes sociales y su impacto en el crecimiento de los emprendimientos del Sector de Turismo de la ciudad de Loja, año 2024-2025

Abstract

Abstract: The objective of this study is to analyze the use of social networks and their impact on the growth and development of tourism entrepreneurs in the city of Loja during the period 2024- 2025. Through a quantitative methodology applied to a representative sample of 264 entrepreneurs, it was possible to show a generalized use of platforms such as WhatsApp, Facebook and Instagram. The results showed that, although these digital platforms have improved visibility and customer service, their use to generate direct sales still has limitations, mainly due to lack of technical knowledge, time and resources. This study concludes that the strengthening of digital capabilities, accompanied by planned strategies and the use of metrics, can significantly optimize the commercial performance of tourism enterprises. This work provides relevant inputs for the development of policies to support local tourism and future research.