Alternative Tourism Advertising in the Cañar Province of the Republic of Ecuador

Abstract

The objective of the present work was to determine the perception of the alternative tourism sector on the advertising agencies in La Troncal canton of the province of Cañar in the Republic of Ecuador. From the empiricism a descriptive-contemporary research was carried out, using a field design. The population was made up of 220 companies that carry out alternative tourism activity in the canton, which was used a non-probabilistic sampling for convenience, consisting of 100 companies from different activities in the field, to which a survey was applied to collect data, through a structured questionnaire to the owners / managers of the establishments that make up the population, conceived as informants. The results showed that only traditional advertising strategies are offered, without exploiting mobile advertising and everything that digital marketing implies, limiting the possibilities for entrepreneurs to disclose the products and services they offer beyond the local area. We concluded that the advertising services offered to companies in tourism activities to promote national and international alternative tourism in that region are not enough.