Análisis del manejo de la promoción turística de la Fundación Municipal Turismo para Cuenca en la red social Facebook. Años de estudio 2019 - 2020

Abstract

Tourism promotion has social networks as an ally, as they allow to reach worldwide users and access information at any time of the day, without any restriction of geographical location and the Municipal Tourism Foundation for Cuenca is one of the organizations that uses Facebook social network to promote itself. In the following research work, a descriptive, observational, cross-sectional and retrospective study with a mixed approach of exploratory scope. Descriptive statistics such as frequency and percentage were applied to analyze the qualitative variables and descriptive statistics of central tendency as the mean, to analyze the quantitative variables. The information was presented in tables of frequencies and percentages and graphs were used to expose the most relevant points. Using the PRGS model (Presence, Response, Generation and Suggestions), it was found that the Foundation has achieved significant visibility on Facebook as it has a significant number of followers and permanent activity with its publications. Despite this, we have shortcomings with the quality of the content of the posts, as well as the interaction with followers. The study highlights the importance of the Foundation's presence on the Facebook social network, but the management of tourism promotion can be improved through the implementation of specific digital strategies with better planned objectives. It is suggested to improve the quality of content with staff trained every six months and available for this activity. Keywords: digital platform, employment, work