RT Book, Section
T1 Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba.
A1 Bermeo Ruilova, Johanna Teresa
A1 Hinojosa-Becerra, Mónica
A1 Torres-Toukoumidis, Ángel
K1 Turismo - Ecuador
AB Community-based tourism is a critical part of a growing city’s economy. With the arrival of COVID-19, tourism activity declined considerably, resulting in a loss of US$1.281 billion in tourism GDP. For this reason, this sector is seeking to reactivate itself by adopting the biosecurity measures recommended by the National Risk and Emergency Management Service. Given that digital communication and tourism are closely linked to project implementation, the general objective arises to analyze communication strategies in the community tourism sector of the San Pedro of Vilcabamba parish, Ecuador. A vision of the current state of community tourism in the parish was obtained, and the digital communication strategies used to promote the entrepreneurship route, an initiative that arose with the pandemic, were analyzed. It was determined that the parish uses digital communication strategies, although they are unaware of their application, triggering a lack of preparation in digital communication, mainly due to the lack of personnel in this area.
PB Springer Nature
SN 978-981-19-6346-9
YR 2023
FD 2023
LK https://hdl.handle.net/10630/39965
UL https://hdl.handle.net/10630/39965
LA eng
NO Ruilova, J.T.B., Becerra, M.H., Torres-Toukoumidis, A. (2023). Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba. In: López-López, P.C., Barredo, D., Torres-Toukoumidis, Á., De-Santis, A., Avilés, Ó. (eds) Communication and Applied Technologies. Smart Innovation, Systems and Technologies, vol 318. Springer, Singapore. https://doi.org/10.1007/978-981-19-6347-6_51  Download citation
NO Informada la autora de las políticas editoriales de Springer, nos envía el documento adjunto como versión aceptada.
NO Proyecto ODECRIH 004-004-2022-07-14
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 26 ene 2026