TY  - GEN
AU  - Villalobos Lopera,Valentina
AU  - Martínez Toribio,Andreina Esther
AU  - Sibaja Bustamante,Eduvi Lizeth
AU  - Gómez Diaz,Carlos Elías
TI  - Estrategias de Marketing Digital utilizadas para promocionar el turismo
PY  - 2023///
CY  - Sincelejo
PB  - Corporación Universitaria del Caribe - CECAR
KW  - Marketing
KW  - armarc
KW  - Turismo
KW  - Redes sociales
KW  - Marketing digital
KW  - Estrategia
KW  - Organizaciones
KW  - Promoción
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An exploratory study. Tourism Management, 58, 273-282.
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; Chon, P. K., & Ryan, S. (2019). Exploring the role of digital marketing in the hospitality and
tourism industry. Current Issues in Tourism, 22(10), 1137-1154.
https://doi.org/10.1080/13683500.2018.1502383
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N2  - El presente trabajo de investigación, tuvo como determinar las estrategias de marketing digital utilizadas en la promoción del turismo en Sucre, Colombia, donde se abordó la problemática entorno a los métodos utilizados para tener un buen uso del marketing digital y para lograr una promoción efectiva. Para tal fin, se usó un enfoque metodológico cualitativo, con un diseño no experimental y de campo. Esta investigación reveló resultados significativos, se encontró que las redes sociales, como Facebook e Instagram, son herramientas clave para difundir información e interactuar con los turistas potenciales. Además, se destacó el uso de sitios web, blogs, correo electrónico y aplicaciones móviles en la estrategia de marketing digital. En cuanto al impacto de estas estrategias en la percepción de los turistas, se encontró que han tenido un efecto positivo en la imagen de Sucre como destino turístico. La difusión de contenido atractivo y la interacción activa con los usuarios en las redes sociales ha contribuido a posicionar a Sucre como un lugar atractivo para visitar, generando un aumento en el número de turistas que eligen esta región como destino; The purpose of this research work was to determine the digital marketing strategies used in the promotion of tourism in Sucre, Colombia, where the problem was addressed around the methods used to have a good use of digital marketing and to achieve an effective promotion. For this purpose, a qualitative methodological approach was used, with a non-experimental and field design. This research revealed significant results, it was found that social networks, such as Facebook and Instagram, are key tools to disseminate information and interact with potential tourists. In addition, the use of websites, blogs, email and mobile applications in the digital marketing strategy was highlighted. Regarding the impact of these strategies on the perception of tourists, it was found that they have had a positive effect on the image of Sucre as a tourist destination. The dissemination of attractive content and active interaction with users in social networks has contributed to position Sucre as an attractive place to visit, generating an increase in the number of tourists who choose this region as a destination
ER  -