Propuesta de una estrategia digital competitiva para la revista especializada TransPort de acuerdo a las actuales necesidades de comunicación de su audiencia: las empresas de la industria turística ecuatoriana.

Abstract

The current research addresses the development of a digital journalism strategy for TransPort, a specialized tourism magazine with 57 years of distribution among travel agencies, wholesalers, operators, hotels, car rental companies and other companies related to the tourism sector in Ecuador. This plan of action seeks to solve a serious problem of this publication that, despite its high prestige among professionals in the travel sector, has lacked a coherent policy with the current times of the Internet in which digital communication prevails through various online platforms. The research includes a survey answered by 74 tourism professionals, and interviews with 8 representatives of tourism wholesalers and 4 travel agents, which sought to know the information needs within this professional sector, in addition to 3 TransPort employees and a former director. The findings show that tourism professionals prefer to use digital channels such as social networks to communicate and obtain useful information for their work activity, which coincides with the theoretical argument included in this work to explain such behavior within the historical evolution of the communication and journalism.