Digital Marketing in the Tourism Sector of the City of Ambato

The research analyzes the digital marketing strategies applied by the tourism sector of the city of Ambato, as it is evident that, in the context of the pandemic and technological advances, companies were forced to digitize their businesses to be more competitive. By identifying the marketing strategies that are used in the sector, alternatives for improvement can be proposed, and counteract the effects of the pandemic. The methodology is of quantitative approach with a descriptive scope, non-experimental design which allows, through data collection and statistical analysis, to establish behavioral patterns and test theories. In this sense, the sector and the most used marketing strategies are identified and characterized. The results obtained conclude that Ambateño tourism companies do not have marketing departments that plan successful campaigns. In addition, it is observed that, for the most part, companies focus their efforts solely on social networks, especially Facebook, and do not take advantage of others that allow them to show more explicitly the attractions of a tourist destination and generate greater engagement. Therefore, it is proposed that tourism companies should digitize their businesses and rely on strategies that allow them to interact in real time with tourists without any restrictions. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.