Plan de comunicación y marketing digital para la empresa turismo digital Ecuador

Abstract

Abstract:This paper develops a digital marketing and communication plan aimed at strengthening the positioning of Digital Tourism Ecuador (TDE) as a leading brand in promoting tourist sites and experiences in the south of the country. According to the communication and digital diagnosis carried out, it was identified that the company has an improvised management of its social media and digital channels, resulting in low visibility on its social networks (Instagram), limited use of experiential content, and a weak emotional connection with its target audiences. In response to this situation, a strategy based on Digital Tourism 2.0 is suggested, combining the creation of narrative content, dynamic audiovisual formats, tourism storytelling, and the use of various strategies. The proposal responds to a constantly evolving competitive environment characterized by the rise of digital tourism, a preference for local and sustainable cultural experiences, and an increase in the consumption of tourism information on social media. The creative strategy is based on emphasizing the authenticity of the places visited, the territorial identity, and the emotional connection with the traveler. This enables Turismo Digital Ecuador to strengthen its digital presence, deepen its relationship with the public, and establish itself as a key player within the tourism ecosystem at the local and regional levels.