Marketing digital en el Museo Arqueológico y Centro Cultural de Orellana (MACCO), de la provincia de Orellana.

Abstract

The objective of this integration study is to propose digital marketing strategies to increase visits to the Orellana Archaeological Museum and Cultural Center (MACCO), located in the province of Orellana. This research was conceived and developed in response to the need to improve the museum’s digital channels in order to position it as a cultural attraction. From a scientific perspective, this study employed a mixed-methods (qualitative-quantitative) approach, grounded in pragmatism, with a descriptive-exploratory, non-experimental, crosssectional design. A technical audit of the digital channels (RACE Model) was conducted, along with structured interviews with the museum’s communications specialist and a Likert-scale questionnaire administered to a calculated sample of 63 actual visitors. The main results showed that, although the museum has a solid physical structure, its digital ecosystem is passively interactive. However, tourist demand revealed a high level of interest and willingness to adopt immersive technologies such as QR codes, 360° virtual tours, and Augmented Reality (AR). It is concluded that the implementation of an inbound marketing plan and internal digitization not only democratize access to archaeological heritage within the framework of current legal protections but also revitalize local tourism through technological self-management.