Abstract
The objective of this research was based on analyzing the behavior of the Ecuadorian tourist specifically from the province of Tungurahua, which was focused on the use of digital marketing tools during the COVID-19 pandemic. The problem was the low influx of tourists in the tourist destinations of the country's province, as well as the low and zero income from economic activities related to tourism. It is a descriptive-prospective study with an exploratory approach and quantitative data. Two samples were considered per canton: tourists (potential of the economically active population) and companies related to this type of activity to which two surveys validated by Cronbach's alpha statistic were applied. In this process, the Cronbach's Q test, the KMO test and a factor analysis were used. The results of the study were obtained, in this way tourism companies use digital media as marketing tools to promote their services, their attractions and show the biosecurity measures that are implemented in each of the cantons. Finally, during the pandemic, tourists have a young profile with an affinity for social networks, who mostly prefer destinations considered safe and prefer to be in contact with nature.
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Acknowledgment
Thanks to the Technical University of Ambato, to the Directorate of Research and Development (DIDE acronym in Spanish) for supporting our research project Impact of digital marketing on the reactivation of tourism in the province of Tungurahua post Covid-19 and being part of the research group Marketing Consumption and Society.
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Ballesteros-López, L., Peñaherrera-Zambrano, S., Armas-Arias, S., López-Pérez, S. (2022). Web 2.0 Digital Marketing Tools in the Ecuadorian Tourism Sector Against of the COVID-19 Pandemic. In: Auer, M.E., Tsiatsos, T. (eds) New Realities, Mobile Systems and Applications. IMCL 2021. Lecture Notes in Networks and Systems, vol 411. Springer, Cham. https://doi.org/10.1007/978-3-030-96296-8_55
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