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Decision Trees for the Analysis of Digital Marketing in the Tourism Industry: Tungurahua Case Study

Abstract:

The goal of this research was based on identifying the trend in digital resources for the development of promotion in the tourism industry in the face of the Covid-19 pandemic, which has generated that this industry, one of the most important in Ecuador and in the province of Tungurahua looks for alternatives and support strategies in digital marketing, by applying the decision trees as an artificial intelligence technique. The tendencies in the frequent use of the web 2.0 tools were analyzed and based on these results, a decision was made which allowed the projection of the tourism industry in the increase of the offer of products and/or services, depending on the activity to which each industry is dedicated to. The study case was carried out on 323 tourism industries, a sample that was taken from the cadaster of the Ministerio de Turismo del Ecuador, the result derived from this study in the proposed time was representative with 160 industries which have been inclined to use a tourism promotion based on digital-social such as social networks, 105 digital-technological industries such as the use of websites and 58 industries opted for traditional means of tourism promotion. Finally, the analysis implemented on the decision tree showed that it is necessary to implement other alternatives for the dissemination of information in the field of tourism, it is taking into account the new reality that is being experienced by Covid-19.