Social Media in the Tourism Promotion of Rural Areas
DOI:
https://doi.org/10.37843/rted.v1i1.270
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Abstract
The massive use of digital media has created new channels to reach a more significant number of users. However, to have positive results, it is necessary to implement strategies that substantially impact your target audiences and audiences. The objective of this research was to analyze the digital media of the Municipality of Loja-Ecuador concerning the tourism promotion of its rural areas. Methodologically was used a mixed approach with a content analysis technique on Facebook and Instagram, based on publications on tourism promotion in rural areas. As selection criteria for our sample, publications made on the Fan Page and Profile of the social networks Facebook and Instagram of the Autonomous Decentralized Municipal Government of Loja were identified, with a total between 20 - 21 publications on tourism in rural areas, respectively. As a result, we found few publications to promote tourist places in rural areas during 2019. In the discussions and conclusion, it was evidenced how the Department of Communication promotes these benefits in a limited way in conjunction with the Headquarters of Tourism and the needs that today require promoting local tourism, such as strengthening Communication in the content of interest to users.
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