Digital marketing for tourism operators in Ecuador, analysis and perspective

Abstract

Introduction: In recent times, tourism companies have increased considerably, making it important to seek new strategies to remain competitive in the tourism market. MyBeautyEcuador, a tourism operator, markets travel packages to Ecuador and the rest of the world, using the internet as its distribution channel. However, for the organization to expand its market and increase sales, it is necessary to have a strategic digital marketing plan to find new market opportunities. Objectives: The objective of conducting this research is to understand the profile of tourists traveling to Ecuador, identify the tastes and preferences of these tourists, determine their spending budget, identify the characteristics they look for when choosing a tour, understand the type of tourism they prefer, and identify the competition. Methodology: The methodology of this research is carried out through procedures, techniques, and tools to achieve a systematic and rigorous investigation. The quantitative method is used, and a survey was applied to 267 foreigners. Results: The collected data are analyzed in various categories, such as nationality, age, choice of tour operators, influential factors, means of contact, reasons for visiting Ecuador, explored destinations, length of stay, budget, travel preferences, and favorite places. It is noteworthy that most tourists are Americans, preferring operators like Metropolitan Touring, and the internet plays a crucial role in their decisions. The main reasons for choosing Ecuador are its cultural and natural diversity, with the Galápagos being the favorite destination. Conclusions The analysis of MyBeautyEcuador emphasizes the need for an effective web design to decrease the bounce rate, highlighting the importance of user experience. The precise selection of keywords, supported by tools like Google AdWords, is essential for strong positioning, while constant recognition and growth support Ecuador's favorable position as a tourist destination. The effective management of statistics, strategies, and skillful use of social media emerge as crucial factors for the company's continued online success. General study area: Digital Marketing for Tourism Operators. Specific study area: Digital Marketing for Tourism Operators in Ecuador, Analysis and Perspective Type of study: Bibliographic review.