ANALYSIS OF THE USE OF DIGITAL MARKETING DURING THE COVID-19 SANITARY EMERGENCY IN THE TOURISM INDUSTRY OF AMBATO, PROVIN¬CE OF TUNGURAHUA

Abstract:

The world has been hit by a pandemic that has resulted in a global crisis in health, education, and finance. The tourism industry was one of the most affected by not having anyone to offer its product to. During confinement, people had to remain isolated in their homes and many businesses were paralyzed. Being at home resulted in the vast majority being connected to the internet browsing social networks, and it is precisely this that prompted many owners of tourist venues to emphasize social networks as their work tool to promote themselves. The objective of the study is to analyze the level of use that was given to digital marketing in the face of the COVID-19 health emergency by the different tourism servers as a tool to reactivate their businesses. To obtain data, and the development of the analysis, this research applies a survey for a quantitative measurement and interviews for a qualitative measurement, in order to deepen the subject. Therefore, the expec¬ted results are based on analyzing how viable it was for tourism service providers to make use of digital marketing during the pandemic, in addition to identifying the social networks or online platforms that they use the most when promoting themselves, and the investment made to obtain interaction with consumers. Times change, and with it everything around you changes. The internet is here to stay and continue to evolve so that tourism entrepreneurs have to cling to new technologies to fight in a wide market such as tourism.

Año de publicación:

2022

Keywords:

• Tourist industry
• digital marketing
• health emergency
• Entrepreneurs
• Tungurahua

Fuente:

scopus