Diseño de un plan de comunicación digital para el posicionamiento de la parroquia San Juan del Cid como destino turístico en la red social Facebook y página web

Abstract

Companies or organizations as technology advances have to evolve at the same time, and if they do not adapt to the changes of the present, they tend to disappear. For this reason, an organization must be in constant change, much more, if is focused on the communication area since we live in the digital age. “A new era of dissemination of messages and information”. The present degree work with an intervention approach in a community aims to improve the digital communication handled by the current administration of the GAD. San Juan del Cid Parish belonging to the Gualaceo canton, on its social networks as main platforms for the dissemination of information. To accomplish most of the proposed goals, it is aims to create a digital communication plan that helps promote and position the parish as a tourist destination, this result is promote to be achieved by working directly and correctly in the tools, strategies and parameters communication tools appropriate to the current situation on the digital platform, namely trends that will help improve the positioning of the parish with its various tourist destinations will be taken into account. In addition, within this digital communication plan, it seeks to increase strategies, actions and creative activities for digital platforms which can be of use to the members of the public organization when generating content for its users. To gather the necessary information that will help identify the problems of the current administration in the area of communication, a mixed method was applied, which consists of quantitative and qualitative research, to achieve this goal, content analysis with a quantitative approach was worked on. In addition, an in-depth interview was carried out with a qualitative approach to know the position of the people on the communicational administration of the GAD. San Juan del Cid Parish. Finally, within this intervention project and through the qualitative tool, we seek to know the results obtained based on the application of a multiple choice survey, with a quantitative approach.