Plan de marketing turístico para el bario Las Peñas.

Abstract

Abstract: This paper proposes a digital marketing plan for the heritage neighborhood Las Peñas, in the city of Guayaquil, with the aim of strengthening its positioning as a cultural and sustainable tourist destination in the post-pandemic context, through a mixed methodological approach, which includes surveys of tourists and interviews with local actors, weaknesses such as the low digital presence and the absence of a specific strategy for the sector were diagnosed. The proposal proposes integrated actions based on tools such as SEO, SEM, social networks, Google Ads and content marketing, in order to increase visibility, attract new audiences and retain visitors through authentic experiences. Likewise, a visual identity of the neighborhood was designed and key indicators were established to evaluate the impact of the strategies, this work provides a viable and contextualized solution that articulates technology, culture and community participation, promoting responsible and resilient tourism, the plan becomes a replicable model for other heritage neighborhoods that seek to revitalize their economy through the digital environment.