Análisis del impacto de la publicidad digital en la decisión de viaje de los turistas ecuatorianos.

Abstract

The objective of this research work is to analyze the impact of digital advertising on the travel decision of Ecuadorian tourists through social networks, in order to design digital advertising strategies, since it encompasses the terms of dissemination and promotion for the most popular and less popular tourist destinations in the country. This descriptive methodology analysis was developed with a mixed approach in which data collection tools, such as surveys and interviews, were used. A total of 384 people were surveyed in the main cities of the country, and two interviews were conducted with people who are immersed in tourism activities. The surveys revealed that Instagram, Facebook and Tik Tok are the social networks that most influence a tourist's travel decision, since multimedia content, such as videos and quality photographs are the most influential and have the most advertising impact on the tourist's decision about a destination, as are the reviews or experiences of other tourists, that is, the tourist starts with an advertisement, searches for information, selects the site, compares prices and experiences, proceeds to make the purchase, and ends by sharing and exchanging information. Finally, the SWOT analysis helped to design advertising strategies aimed at positively influencing the Ecuadorian tourist's decision to travel. Based on the results of the survey, conclusions and recommendations were drawn, highlighting the need for innovation, training and technological updating of tourism establishments and organizations.