BRECHA SOCIAL Y POTENCIAL SIMBÓLICO: UN ESTUDIO SOBRE EL MARKETING DIGITAL DEL MINISTERIO DE TURISMO DE ECUADOR (2014)

Abstract

Internet, in contemporary societies, represents one of the most important stages where it tends to develop public opinion. In recent years, there has been the emergence of a new type of marketing -the digitally marketing, particularly identified by the emergence of a hearing activated, determined by the need to integrate into the production or distribution of content. In that sense, the Ecuadorian government is reshaping the economic foundations of the country, to a diversification of production, with a new focus on tourism as a mainstay of the ambitious plan of changing the productive matrix. In this paper, the digital marketing campaigns developed by the Ministry of Ecuador in 2014. The results indicate an efficient use of digital platforms, with an increasing activation of the viral marketing initiatives are addressed. Through strategies such as those studied, there was an interesting increase of up to 14% of tourists between 2013 and 2014.