Estrategia de posicionamiento digital para los servicios y productos de artesanías Runa Wasy, Centro Turístico Cultural, 2025

Abstract

Abstract: This paper proposes a digital positioning strategy for the Runa Wasy Crafts Cultural Tourism Center, located in the Saraguro canton, Loja province. Since its creation in 2014, Runa Wasy has contributed to cultural and artisanal development, but is limited by a lack of planning in communication and digital marketing. The study identifies that the lack of a digital strategy, lack of knowledge of its target audience, and poor segmentation and interaction on social networks limit the reach and sustainability of the enterprise. Through a diagnosis of the current situation and the analysis of metrics on Facebook and Instagram, communication and digital marketing actions are designed to increase visibility, interaction, and conversion of potential customers. The proposals include the creation of relevant content, promotional campaigns, and strategic alliances, with the aim of increasing followers and the conversion rate of publications, seeking to strengthen cultural identity, foster responsible tourism, and promote the consumption of artisanal products and services, contributing to the economic development and preservation of Saraguro's heritage.