Marketing digital en Agencias de Viajes y satisfacción de turistas en la provincia de Tumbes

Abstract

The objective of this study was to "determine how digital marketing is used in tourism intermediation companies in the district of Tumbes to achieve tourist satisfaction". A research with a mixed approach, descriptive type, and a non-experimental design was conducted. The main variables were digital marketing and tourist satisfaction. The sample included 202 tourists who used travel agency services, selected by simple random sampling and 18 managers from the province of Tumbes. As a data collection instrument, a Likert scale questionnaire was designed to evaluate the satisfaction of the respondents. In addition, structured interviews were conductedtocollectdataonhowdigitalmarketingisusedintourismintermediation companies. The ndings revealed that the most frequently used social networks for digital promotion are those that allow the publication of graphic and audiovisual content, and that have a greater reach and response from the community, such as Facebook and Instagram. It was observed that consumer satisfaction was especially meager in relation to variables such as the enjoyment of searching for information and making reservations through the company's website, coinciding with the assessment of the effectiveness of the communication of these companies' websites, obtaining a low level.