Sustainable community tourism in San Roque, Ecuador: promoting indigenous culture through digital marketing.
Keywords:
Community tourism, digital marketing, tourist destination, social mediaAbstract
The research aims to formulate a digital marketing plan for the integration of indigenous culture through community tourism in the San Roque parish, Antonio Ante canton, Ecuador. The initiative seeks to foster sustainable tourism that strengthens local cultural identity and generates economic and social benefits starting in 2025. A mixed methodology was used, which included a bibliographic review and analysis of documentation from the parish council (cabildo parroquial) to understand the current state of activities related to sustainable community tourism. Furthermore, a survey was administered to the community population. The sample size was determined with a 95% confidence level and a 5% margin of error, resulting in 163 respondents, and an interview was conducted with its president, validated by experts in the field. The research is descriptive-explanatory in nature, analyzing processes and causes of potential operational problems. The findings indicate that the implementation of digital strategies, such as social media and online platforms, enables the community to disseminate its heritage, traditions, and authentic tourist experiences to a broader audience. However, challenges related to technological training and access to digital resources were also identified, aspects that must be addressed to enhance the benefits of community tourism. Overall, this proposal represents a significant opportunity to boost sustainable tourism, strengthen cultural identity, and improve the quality of life of the indigenous community, promoting comprehensive development that is respectful of its cultural and natural environment.
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Copyright (c) 2025 Malqui Jonathan Arias-Díaz, Lidia Inés Diaz-Gispert, Johanna Morocho-Terán
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