Digital Marketing as a strategy to increase the income of the company "Rutas Turísticos el Chico" in Hidalgo

Abstract

The research was conducted with the aim of improving the revenue of 'Rutas Turísticos El Chico,' a company that experienced a decline in sales due to a reduced customer base, a consequence of the COVID-19 pandemic. This decline was exacerbated by insufficient advertising efforts, outdated content, and limited interaction with the public on social networks, which have become today's most effective means of attracting and retaining customers. The study is grounded in Digital Marketing methodology and its five techniques: customer loyalty, interactivity, personalization, tone, and communicative coherence. This descriptive, explanatory, and field study utilized a questionnaire-based data collection instrument applied to a stratified sample of 384 individuals. The results indicate an overall increase and diversification of revenue, enhanced interaction on social networks, and improved positioning in regional tourism services.