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Management of digital strategic communication of the main companies in the tourist and gastronomic sector of Ecuador

Abstract:

In times of uncertainty, companies must rethink their strategic communication and take advantage of the possibilities of the digital environment. The research identified the management of communication 2.0 in the main companies of the tourist and gastronomic sector of Ecuador on Twitter. For the quantitative analysis, the communication index 2.0 on social media (Twitter) was measured. Qualitatively, the generated content was analyzed: direct advertising, indirect advertising and valuable content through metrics and Web analytics tools. Finally, the triangulation of information allowed to describe communication 2.0. The study shows that there is a deficient management of communication strategies 2.0 in companies in the tourism and gastronomy sector of Ecuador, a deficiency that is aggravated by the pandemic (COVID-19), so that the challenges are demanding in order to maintain the business, boost economic income, and above all, meet the expectations and needs of tourist 2.0.