Marketing digital como estrategia de reactivación del sector turismo en el municipio de Paipa - Boyacá.

Abstract

This thesis titled "Digital marketing as a strategy for reactivating the tourism sector in the municipality of Paipa - Boyacá" aims to develop a methodological framework that enables Paipa's companies to implement a digital marketing plan to expand their national and international offering, and to identify the municipality's tourism offering. A mixed approach was used in the research method, employing quantitative and qualitative collection techniques and sources. The results indicate that new technological tools were implemented as a result of the pandemic to decrease contact between companies and consumers. These tools generated new consumption habits and new payment methods that facilitate the acquisition of products or services in a digital environment or ecosystem. Based on these results, a digital marketing plan is proposed that enables Paipa's companies to promote their tourism offering nationally and internationally.