Digital marketing and strategic attributes for brand positioning in Bahía de Caraquez, Sucre canton

Abstract

The objective of this study was to diagnose the use of digital platforms in tourism activities to measure the brand positioning of the city of Bahía de Caráquez. The quantitative study employed a descriptive analytical method to generate opinion data. Stratified sampling was used to divide the population into multiple homogeneous, non-overlapping groups (strata), and members were randomly selected from each stratum. The SPSS v. 26 statistical software was used to process the survey. Both variables were analyzed separately, and the reliability for digital marketing was found to be a Cronbach's Alpha of 0.96, and for brand positioning, 0.887, both considered very good. Among the most representative results, it was noted that the destination is frequented by single tourists (77.5%), aged 25-34 (52.5%), and that 57.5% of these tourists were university students. Another key finding is the use of social media (47.5%) and websites (40%) as sources of information when choosing a destination. The conclusions aim to develop effective advertising strategies based on the objectives and goals of the tourist destination.