Marketing de contenidos en la comunicación digital del sector turístico de la provincia de Tungurahua

Abstract

The Provincial Tourism Chamber of Tungurahua (CAPTUR); Is a non-profit association, founded in 1996, is made up of tourist establishments in the province of Tungurahua, with the aim of boosting the development of tourism and its services in General, seeking to benefit its affiliates and contributing to the development of the province and the country (CAPTUR, 2017). This research project has focused on developing a content marketing strategy that will become a guide for tourism establishments to improve digital communication with their users, since it is evident that most tourist establishments, despite Of the ease and scope of the new technologies, they do not know how to take full advantage of the benefits they provide. The relevant results show that according to the perception of the external customers of the tourist establishments, these do not provide information that is useful and valuable for the tourist, since they mainly concentrate on promoting their establishment and do not give importance to what the customer needs and Wants to know in an additional way, which means that there is no good communication between both parties, something that should be improved. Finally, thanks to the theoretical basis and the results obtained through the survey, a final product is proposed, to develop a content strategy in social media to improve digital communication, through the use of new technologies and to take advantage of the different Content distribution channels as well as the wide range of formats that can be created, which is expected to keep current customers and attract potential customers.