Estrategias de marketing digital para el turismo sostenible en Cojitambo-Ecuador

Abstract

This study determines the relationship between various digital marketing strategies and the promotion of sustainable tourism in Cojitambo, Ecuador. Using a quantitative approach with a correlational, non-experimental, and cross-sectional design, surveys were administered to 196 national and international tourists selected through simple random sampling. Normality tests indicated that the data did not exhibit a normal distribution; therefore, Spearman’s correlation coefficient was used for the analyses. The findings revealed positive associations between the dependent variable ―promotion of sustainable tourism― and independent variables such as content marketing (r = 0.492**), social media advertising (r = 0.258**), search engine optimization (r = 0.280**) and influencer marketing (r = 0.330**). Additionally, significant relationships were found among the independent variables: content marketing and social media advertising (r = 0.374**); content marketing and search engine optimization (r = 0.627**); and social media advertising and search engine optimization (r = 0.441**). These results demonstrate that digital tools contribute to improving visibility and fostering a positive perception of destinations, offering valuable insights for decision-making. Consequently, content marketing, in combination with the analyzed strategies, is essential to enhance the tourism competitiveness of Cojitambo and generate economic benefits for the local community. Keywords: strategy, digital marketing, promotion, sustainable tourism