Campaña de Comunicación Digital para la Reactivación Turística en Tiempos de Covid 19 para el Municipio de Santa Rosa, Provincia de El Oro-Ecuador

Abstract

Santa Rosa, the third most important city in the province of El Oro, is home to 476,848 inhabitants, it is called "Shrimp Capital of the World" for being the pioneer city in the production of shrimp in captivity. This project focuses on promoting and reactivating the tourist offer that Santa Rosa has in times of COVID-19. "Viaja Santa Rosa" is presented as a microsite, linked to the web portal of the Municipality of Santa Rosa, brings together the entire tourist offer, a search engine for new experiences, where it links the traveler with the legally registered operators and makes all the information available necessary to choose a tourist destination, while clearing the doubts of users. This project seeks to contribute to the economic reactivation by proposing, through digital solutions, a microsite that brings together all the tourist offer of Santa Rosa, in addition to the creation of a digital community of travelers who share their love for biosecure destinations. The goal is to minimize user search time and offer everything they require on a single platform. The research is qualitative with a descriptive approach, through a focus group to find out the most important aspects of the future user, as well as tastes and preferences at a general level. From the research we can highlight the "lifestyle" based on the use of the internet, widely used when searching and choosing a tourist destination. Although this project visualizes a tourism promoted through digital tools, its final result is to offer new experiences, promote new destinations and strengthen proximity or proximity tourism, as a resource to reactivate this sector so affected by the COVID-pandemic. 19. KEY WORDS: DIGITAL COMMUNITY, PROXIMITY TOURISM, NATIONAL TOURISTS, TRANSMEDIA, MARKETING, MOBILE DEVICES, MICROSITE, INBOUND MARKETING, USABILITY.