Resumen

GUERRERO-BLANCO, Dianelys et al. A look at digital marketing in the private sector in the tourist destination of Holguín. ARCIC [online]. 2022, vol.11, n.28, pp. 71-86.  Epub 14-Nov-2022. ISSN 2411-9970.

The tourism industry is undergoing a profound metamorphosis in which information and communication technologies are one of the protagonists; in this sense, digital marketing is vital as it constitutes an infallible mechanism in the commercialisation of tourism companies. The aim of the research was to describe the use of digital marketing in the private sector in the destination of Holguín. A descriptive type of research was carried out, surveys were applied to 62 owners of establishments belonging to this sector, obtaining that: the impact of COVID-19 constituted a trigger in the use of Information and Communication Technologies (ICTs), 82.26% use digital media for advertising their business; Facebook and WhatsApp are the most used media for promotion and only a small percentage (22.35%) have a digital marketing strategy. Currently, digital marketing has marked a growth in the private sector, its foundations are still based on empiricism and not specifically on a scientific basis.

Palabras clave : digital marketing; private sector; digital tools; strategies; promotion; digital media.

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