Propuesta para la implementación de estrategias de comercialización digital para las empresas del sector turístico de la ciudad de Guayaquil.

Abstract

At present, digital commerce is growing more and more since we live in a globalized environment in which companies, in order to stay current, must be at the forefront of technological innovations, this being a fundamental aspect in their business development. For this reason, the present research work is developed with the objective of proposing digital marketing strategies for companies in the tourism sector in the city of Guayaquil, for its development a non-experimental field research is carried out, of a qualitative and quantitative, which allowed obtaining information on the implementation of digital commerce in companies in the tourism sector. The population was made up of 360 companies located in the city of Guayaquil, which, when calculating the sample and taking into account only the companies in the northern area of the city, gave a total of 52 companies, which were Apply the interview technique based on the Likert scale. The results obtained showed that digital commerce in the companies under study has great relevance in their sales, however, these companies still have certain difficulties that they face when applying this type of commerce. On the other hand, among the main advantages it stands out that through these techniques it is possible to obtain a greater reach of clients, offering discounts and promotions at a lower cost.