Analysis of the influence of content marketing in the domestic tourism of Ecuador

Abstract

Introduction/objective: With the proliferation of technologies as a determining factor within the activities of society and with the rise of social networks, content management 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 tourists from Ecuador. Strategic content management implies that the content is informative, 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 content 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 consider that the agencies clearly communicate all the benefits that they can obtain during the trip.