Browsing by Author "Salazar López, Paola Alejandra"

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    Las herramientas tecnológicas y la gestión del destino turístico Patate
    (Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-07-04) Salazar López, Paola Alejandra; Torres Lescano, Jéssica Pamela; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo
    Patate, the first Magical Town of Ecuador, is a place that attracts many visitors due to its welcoming atmosphere and the variety of spaces it offers for tourism and recreation. The objective of this study was to explore the technological tools, Facebook social network, and the management of the tourist destination Patate. These tools allow to share information quickly, promote activities and maintain direct communication with tourists. A methodology with a mixed approach was applied; in the quantitative part, a survey of 18 questions to tourists of the canton was used, while in the qualitative part, interviews were conducted with officials of the GAD and local entrepreneurs, and a non-experimental cross-sectional design was used. The results showed that Facebook is a tool used by visitors to learn about the destination, directly influencing their decision to visit. It was also identified that the GAD has implemented various management strategies, such as the organization of fairs and local festivities, in order to promote tourism and boost the economy of the canton. However, it is still necessary to strengthen the production of digital content to enhance the scope of these initiatives. As a proposal, reels were developed with the aim of boosting the promotion of the canton, strengthening its digital presence and promoting tourist interest. It is concluded that the appropriate use of technological tools, Facebook, contributes to improve the visibility of the Patate canton as a tourist destination, increases the flow of visitors and contributes to the economic development of the place.