Campaña de difusión fotográfica de los atractivos turísticos de la parroquia Baquerizo Moreno del cantón Píllaro

Abstract

Tourism is widely recognized as a catalyst for economic growth, particularly in rural regions with underexploited potential, such as Baquerizo Moreno parish. Despite its rich natural, cultural, and culinary heritage, the area remains largely overlooked due to weak promotional efforts, limited investment, inadequate infrastructure, and minimal local participation. This study addresses these issues through the design of a targeted photographic campaign aimed at enhancing destination visibility. Employing a mixedmethods approach with descriptive and explanatory techniques, the research included surveys of residents and prospective tourists, as well as a SWOT analysis. The results revealed that low tourist turnout stems from a lack of exposure, while social media plays a critical role in influencing travel decisions. Additionally, professional photography was found to significantly boost tourist interest. Consequently, a comprehensive digital campaign was proposed, featuring high-quality imagery, social media strategies, a detailed schedule, and a budget plan. The findings support the conclusion that visuallydriven campaigns are powerful tools for attracting visitors, and that advertising photography carries strong emotional impact in tourism promotion.