Estrategias de marketing digital para la promoción de los atractivos turísticos de la provincia de Bolívar en el Mercado Internacional mediante redes sociales.

Abstract

This study aimed to design digital marketing strategies to promote the tourist attractions of Bolívar province in the international market through social media, with particular emphasis on the United States. The central argument was that the use of digital marketing strategies on social networks is a determining factor in improving the visibility and positioning of the destination abroad. A descriptive field study was conducted using a mixed-methods approach and an inductive method. The research techniques were a survey and interviews, applied to a sample of 100 tourism-sector stakeholders and 2 experts. The results show a predominantly female profile (57%) and a higher concentration of respondents aged 36 to 45 (45%). The findings also reveal an incipient and irregular digital management practice: 28% of participants strongly disagreed with the frequency of social media use, consistent with limited budgets for international advertising and insufficient organic reach; in addition, 48% reported low interaction through comments and messages. The main weaknesses identified include poor adaptation of content for foreign audiences, lack of materials in English, limited audience segmentation, empirical use of digital tools, and the absence of a coherent digital identity for the destination. In response, a strategic plan was proposed based on multilingual content, engagement management, influencer partnerships, segmented advertising, and digital analytics, supported by an estimated budget and an implementation schedule. The study confirms that a strategic approach to social media strengthens the international promotion of Bolívar’s tourist attractions.