Plan de Comunicación Estratégica Digital para el posicionamiento de la marca Maxitravel Mayoristas de Turismo S.A. en los usuarios de medios sociales del Ecuador

Abstract

Abstract: With the advancement of technology and digital platforms, travel agencies must be at the forefront of communicating their products in the digital environment. This research focuses on Maxitravel, Tourism Wholesalers, and its digital presence, which seeks a place in the minds of digital users interested in travel. The oversupply of tour packages on the market through the digital world causes a phenomenon of price wars that sacrifice quality. Large, longstanding and experienced companies, such as Maxitravel, must prevail in digital communication through a content strategy that promotes quality products and provides security and confidence when choosing their next vacation destination. A strategic digital communication plan aimed at social media platforms facilitates positioning and influences destination selection and purchasing decisions through the management of valuable content. Passengers searching for vacation options in this medium will find Maxitravel, a company with experience and a long history, the most viable alternative, significantly contributing to the company's digital positioning. Keywords: Digital positioning, digital strategic communication plan, content management, SEO strategies, social media strategies.