Estrategia de comunicación digital para promocionar el producto ‘Free Walking Tours‘ en la ciudad de Guayaquil.

Abstract

This research is set out to design a Digital Promotional Communication Strategy for the ‘Free Walking Tour’ tourism product, taking into account its low demand, mainly due to ignorance. The research includes an analysis of the theoretical referents around promotional communication, communication strategy, social networks and tourism. Promotion through social networks is an innovation in communication strategies for companies, in the same way that it represents a new tool for users of tourism services. From a qualitative perspective, the use of techniques such as bibliographic-documentary review, the interview and the survey were combined in order to achieve a greater approximation to the proposed object of study. It is an exploratory and descriptive research for communicative production that made it possible to arrive at favorable results for the conformation of the promotional communication strategy in social networks of the Free Walking Tour in the city of Guayaquil.