Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba

Johanna Teresa Bermeo Ruilova; Mónica Hinojosa Becerra; Angel Torres-Toukoumidis

doi:10.1007/978-981-19-6347-6_51

Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba

Johanna Teresa Bermeo Ruilova, Mónica Hinojosa Becerra, Angel Torres-Toukoumidis

Game Lab-Ups Research Group (GAME LAB-UPS)

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Community-based tourism is a critical part of a growing city’s economy. With the arrival of COVID-19, tourism activity declined considerably, resulting in a loss of US$1.281 billion in tourism GDP. For this reason, this sector is seeking to reactivate itself by adopting the biosecurity measures recommended by the National Risk and Emergency Management Service. Given that digital communication and tourism are closely linked to project implementation, the general objective arises to analyze communication strategies in the community tourism sector of the San Pedro of Vilcabamba parish, Ecuador. A vision of the current state of community tourism in the parish was obtained, and the digital communication strategies used to promote the entrepreneurship route, an initiative that arose with the pandemic, were analyzed. It was determined that the parish uses digital communication strategies, although they are unaware of their application, triggering a lack of preparation in digital communication, mainly due to the lack of personnel in this area.

Original language	English
Title of host publication	Communication and Applied Technologies - Proceedings of ICOMTA 2022
Editors	Paulo Carlos López-López, Ángel Torres-Toukoumidis, Andrea De-Santis, Óscar Avilés, Daniel Barredo
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	567-575
Number of pages	9
ISBN (Print)	9789811963469
DOIs	https://doi.org/10.1007/978-981-19-6347-6_51
State	Published - 2023
Event	International Conference on Communication and Applied Technologies, ICOMTA 2022 - Cuenca, Ecuador Duration: 7 Sep 2022 → 9 Sep 2022

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	318
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Communication and Applied Technologies, ICOMTA 2022
Country/Territory	Ecuador
City	Cuenca
Period	7/09/22 → 9/09/22

Bibliographical note

Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Keywords

Community tourism
Digital communication
Marketing
Organizational communication
San Pedro of Vilcabamba

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-981-19-6347-6_51

Cite this

Ruilova, J. T. B., Becerra, M. H., & Torres-Toukoumidis, A. (2023). Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba. In P. C. López-López, Á. Torres-Toukoumidis, A. De-Santis, Ó. Avilés, & D. Barredo (Eds.), Communication and Applied Technologies - Proceedings of ICOMTA 2022 (pp. 567-575). (Smart Innovation, Systems and Technologies; Vol. 318). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-19-6347-6_51

Ruilova, Johanna Teresa Bermeo ; Becerra, Mónica Hinojosa ; Torres-Toukoumidis, Angel. / Analysis of Digital Communication Strategies in Community Tourism : Case Study San Pedro of Vilcabamba. Communication and Applied Technologies - Proceedings of ICOMTA 2022. editor / Paulo Carlos López-López ; Ángel Torres-Toukoumidis ; Andrea De-Santis ; Óscar Avilés ; Daniel Barredo. Springer Science and Business Media Deutschland GmbH, 2023. pp. 567-575 (Smart Innovation, Systems and Technologies).

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title = "Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba",

abstract = "Community-based tourism is a critical part of a growing city{\textquoteright}s economy. With the arrival of COVID-19, tourism activity declined considerably, resulting in a loss of US$1.281 billion in tourism GDP. For this reason, this sector is seeking to reactivate itself by adopting the biosecurity measures recommended by the National Risk and Emergency Management Service. Given that digital communication and tourism are closely linked to project implementation, the general objective arises to analyze communication strategies in the community tourism sector of the San Pedro of Vilcabamba parish, Ecuador. A vision of the current state of community tourism in the parish was obtained, and the digital communication strategies used to promote the entrepreneurship route, an initiative that arose with the pandemic, were analyzed. It was determined that the parish uses digital communication strategies, although they are unaware of their application, triggering a lack of preparation in digital communication, mainly due to the lack of personnel in this area.",

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author = "Ruilova, {Johanna Teresa Bermeo} and Becerra, {M{\'o}nica Hinojosa} and Angel Torres-Toukoumidis",

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Ruilova, JTB, Becerra, MH & Torres-Toukoumidis, A 2023, Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba. in PC López-López, Á Torres-Toukoumidis, A De-Santis, Ó Avilés & D Barredo (eds), Communication and Applied Technologies - Proceedings of ICOMTA 2022. Smart Innovation, Systems and Technologies, vol. 318, Springer Science and Business Media Deutschland GmbH, pp. 567-575, International Conference on Communication and Applied Technologies, ICOMTA 2022, Cuenca, Ecuador, 7/09/22. https://doi.org/10.1007/978-981-19-6347-6_51

Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba. / Ruilova, Johanna Teresa Bermeo; Becerra, Mónica Hinojosa; Torres-Toukoumidis, Angel.
Communication and Applied Technologies - Proceedings of ICOMTA 2022. ed. / Paulo Carlos López-López; Ángel Torres-Toukoumidis; Andrea De-Santis; Óscar Avilés; Daniel Barredo. Springer Science and Business Media Deutschland GmbH, 2023. p. 567-575 (Smart Innovation, Systems and Technologies; Vol. 318).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Analysis of Digital Communication Strategies in Community Tourism

T2 - International Conference on Communication and Applied Technologies, ICOMTA 2022

AU - Ruilova, Johanna Teresa Bermeo

AU - Becerra, Mónica Hinojosa

AU - Torres-Toukoumidis, Angel

PY - 2023

Y1 - 2023

N2 - Community-based tourism is a critical part of a growing city’s economy. With the arrival of COVID-19, tourism activity declined considerably, resulting in a loss of US$1.281 billion in tourism GDP. For this reason, this sector is seeking to reactivate itself by adopting the biosecurity measures recommended by the National Risk and Emergency Management Service. Given that digital communication and tourism are closely linked to project implementation, the general objective arises to analyze communication strategies in the community tourism sector of the San Pedro of Vilcabamba parish, Ecuador. A vision of the current state of community tourism in the parish was obtained, and the digital communication strategies used to promote the entrepreneurship route, an initiative that arose with the pandemic, were analyzed. It was determined that the parish uses digital communication strategies, although they are unaware of their application, triggering a lack of preparation in digital communication, mainly due to the lack of personnel in this area.

AB - Community-based tourism is a critical part of a growing city’s economy. With the arrival of COVID-19, tourism activity declined considerably, resulting in a loss of US$1.281 billion in tourism GDP. For this reason, this sector is seeking to reactivate itself by adopting the biosecurity measures recommended by the National Risk and Emergency Management Service. Given that digital communication and tourism are closely linked to project implementation, the general objective arises to analyze communication strategies in the community tourism sector of the San Pedro of Vilcabamba parish, Ecuador. A vision of the current state of community tourism in the parish was obtained, and the digital communication strategies used to promote the entrepreneurship route, an initiative that arose with the pandemic, were analyzed. It was determined that the parish uses digital communication strategies, although they are unaware of their application, triggering a lack of preparation in digital communication, mainly due to the lack of personnel in this area.

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KW - Marketing

KW - Organizational communication

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BT - Communication and Applied Technologies - Proceedings of ICOMTA 2022

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A2 - Torres-Toukoumidis, Ángel

A2 - De-Santis, Andrea

A2 - Avilés, Óscar

A2 - Barredo, Daniel

PB - Springer Science and Business Media Deutschland GmbH

Y2 - 7 September 2022 through 9 September 2022

ER -

Ruilova JTB, Becerra MH, Torres-Toukoumidis A. Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba. In López-López PC, Torres-Toukoumidis Á, De-Santis A, Avilés Ó, Barredo D, editors, Communication and Applied Technologies - Proceedings of ICOMTA 2022. Springer Science and Business Media Deutschland GmbH. 2023. p. 567-575. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-19-6347-6_51

Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba

Abstract

Publication series

Conference

Bibliographical note

Keywords

UN SDGs

Access to Document

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