Digital Marketing as a Promotional Tourism Strategy in Ecuador. A Systematic Mapping

Abstract

Digital marketing is a tool that allows the tourism sector to be in the public eyeat an international level. It is part of a strategy of visual and interactive promotion worldwide, which is possible through the use of metadata, web pages and social networks. This investigation demonstrates how relevant digital marketing is in the in the industry of hospitality in Ecuador, through the participation of the Ministry of Tourism, as well as the travel agencies, the tourism promotional agencies and other private sector agents. Systematic mapping was used to identify the contribution of the most widely used digital tools that support the strategies of digital marketing, integrated to the promotion of tourism in Ecuador. Likewise, the main opportunities of the strategic alliance digital marketingtourism were identified with the intention of boosting the available tools for a growing tourism market.