Web 2.0 Education Tools as Support in Digital Marketing: Tungurahua Case Study

ABSTRACT

This research aims to assess the impact that information and communication technologies have as support in tourism against the COVID-19 pandemic, in this way a study is developed within Digital Marketing in institutions of the tourism industry of the province of Tungurahua and how they have contributed to the dissemination of information in the field of tourism. This research was based on the implementation of a structured questionnaire of 45 Likert-scale questions, which measure the use of digital, technological and communication tools and strategies that tourism companies have used with the aim of improving their promotion with tourists based on a new normality that has been applied in the face of the COVID-19 pandemic, the instrument designed and applied, obtained a level of trust of 0.831 by means of the Cronbach Alpha statistic taken from a sample of 320 institutions on the field of tourism. The statistic test for this research was Kolmogorov Smirnov, which allowed knowing the concordance between the data and the specific theoretical distribution, which was to check whether Digital Marketing is considered a supporting tool in tourism in the province of Tungurahua;with the final result obtained, the alternative hypothesis proposed in the research was accepted. The result of the project admitted to using auxiliary technological tools to boost current generations’ interest and knowledge of Digital Marketing through the distribution of information in the field of tourism. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.