Uso de redes sociales en las agencias de viajes internacionales ubicadas en Guayaquil

Abstract

This research aimed to analyze the use of social media by international travel agencies located in Guayaquil, Ecuador. The study was conducted inthree phases: determining the number of international travel agencies using social media (Facebook, Instagram, Twitter, and TikTok); analyzing the level of engagement of followers using the PGRS model (Presence, Generation, Response, and Suggestion); and verifying the correlation between the number of publications and the level of engagement. A quantitative approach with a descriptive and correlational scope was applied, using the documentary technique through a verification form applied to the social networks of the agencies during a period of two months (from March to May 2024). The study found that 6% of all international travel agencies simultaneously use the four mentioned social networks. It is concluded that TikTok is the platform that generates the highest level of engagement among users.