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Suma de Negocios
versión impresa ISSN 2215-910Xversión On-line ISSN 2027-5692
Resumen
BARRERA NOBOA, Elsy Lissbeth; CUEVA ESTRADA, Jorge Manuel; SUMBA NACIPUCHA, Nicolás Armando y VILLACRES BELTRAN, Fabián Isaac. Analysis of the influence of content marketing in the domestic tourism of Ecuador. suma neg. [online]. 2022, vol.13, n.28, pp.57-67. Epub 19-Ene-2023. ISSN 2215-910X. https://doi.org/10.14349/sumneg/2022.v13.n28.a7.
Introduction/objective:
With the proliferation of technologies as a determining factor within the activities of society and with the rise of social networks, content manage ment emerges strongly as a strategic means to increase the visibility and positioning of commercial organizations, The main intent of the study was: analyze the influence of Content Marketing (CM) in the purchase decision (DDC) of internal tourists who visited tourist sites in Ecuador.
Methodology:
I conducted an empirical, descriptive, correlational and cross-sectional study. Qualitative tools such as interview and observation were used, in addition to using the survey as a quantitative research tool, which was applied to 455 tourists.
Results:
Spearman’s rho confirmation coefficient (0.552) demonstrates the existence of positive media confirmation of this aspect of marketing on the decision of internal tou rists from Ecuador. Strategic content management implies that the content is informati ve, educational, clear, interesting, entertaining and shared in different formats (images, audio, video, text).
Conclusions:
There is a direct relationship between the correct management of the con tent shared by travel agencies and the DDC of tourists, this means that the CM is a factor that can influence at any time during the DDC of tourists, also see a valuable support during the use of the acquired service, since the results indicated that the tourists con sider that the agencies clearly communicate all the benefits that they can obtain during the trip.
Palabras clave : Content marketing; purchase decision; customers; social networks; internal tourism.