Social networks and their role in the promotion of emerging tourist destinations: The case of the area 7 of Ecuador

Abstract

Digital social media have an essential role in the promotion of tourist destinations representing image and reputation where the visitant assumes an active role, as a prescriber. Destinations must be included in the social media as part of the strategy by well defining their communication strategies mostly for reaching efficiency. The management of promotion, through communication, is relevant for emerging destinations with a weak positioning but with a great potential, as it is the case of the destinations in the South of Ecuador. The tourism development is a priority for the Ecuadorian Government for economic and social policies, gathered within the PLANDETUR2020 and the National Plan for Good Living. This research project analyses the potential of tourist destinations from several towns located in the South Region (Part of the Region 7) of the country: Loja, Vilcabamba, Malacatos, Saraguro and Catamayo, as well as the Natural Park Podocarpus as a dynamic element. Official Facebook accounts were studied to define the projection of their identity in order to create a brand of image-place and the user interaction with the digital social media.