Twitch (plataforma de streaming) y su impacto en la promoción del centro turístico Yagüi Urco del cantón San Miguel, provincia Bolívar, año 2025.

Abstract

This research examines the convergence between digital broadcasting technologies and tourism development in emerging destinations, specifically analyzing the influence of the Twitch platform on the promotion of the Yagüi Urco tourist center in the San Miguel canton. The central problem is identified in the obsolescence of traditional dissemination methods, which have led to limited competitiveness and visibility of natural attractions compared to the new demands of the global market. Therefore, the main objective of this study is to propose a marketing strategy based on interactive streaming, allowing for a more dynamic representation of the destination that manages to capture the interest of new traveler segments. The methodology is based on a mixed approach with a descriptive-propositive scope, determining that, despite the scenic wealth of Yagüi Urco, there is a lack of audiovisual content that fosters user interest in digital environments. So, the findings indicate that realtime visualization reduces the tourist's perception of risk and strengthens trust toward the destination through direct interaction. But to ensure the effectiveness of this transition, it is essential for local managers to integrate these technological tools while respecting the territory's cultural identity. Furthermore, it is concluded that this proposal represents a necessary innovation axis to ensure economic growth and the sustainability of community tourism for the year 2025.