Abstract

PAEZ-COELLO, Xavier; CACERES-SANTACRUZ, Nataly Andrea; VEGA-HERNANDEZ, Orisvel  and  CRESPO NUNEZ, Ximena. Methodological notes on social networks for tourism promotion in Ecuador. Conrado [online]. 2023, vol.19, n.91, pp. 235-241.  Epub Apr 30, 2023. ISSN 1990-8644.

In this article, a literature review is conducted to describe the relevance of social networks for tourism promotion and to propose improvement strategies for Ecuador. As a result of the expansion of technology, the communication of tourism offers on digital platforms requires new strategies, in line with the needs, preferences of travelers and particularities of the platforms. Therefore, research was conducted with a qualitative approach and focused on the literature review at first, to learn about the trends, contributions and requirements of tourism promotion in social networks. Then, case studies were conducted to identify the status of the promotion of some Ecuadorian tourist destinations on these digital sites. This analysis leads to the conclusion that, although social networks are positioned as an essential space for the sector's services to reach their users and to advance their quality, their use in Ecuador should be improved because the multimedia and interactive potential of social networks is not exploited and because tourism promotion has not been reversed in the dissemination of the main attractions of Ecuadorian destinations.

Keywords : Ecuador; Tourism promotion; Social networks.

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