Ruta metodológica para implementación del marketing digital: estrategia de competitividad en agencias de viajes

Abstract

In a context of accelerated digital transformation that is redefining the dynamics of competitiveness in the tourism sector, service companies must integrate digital tools to strengthen their visibility and attractiveness. From this perspective, the study analyzes the appropriation and use of digital marketing by travel agencies in the municipality of Pasto, with the aim of establishing their contribution to the development of local tourism. A mixed methodological approach was applied, based on positivist and interpretive paradigms, through surveys of 45 agencies registered with the Chamber of Commerce, as well as semi-structured interviews with managers and marketing managers. The results show that 70% of agencies use digital tools, mainly social networks such as Facebook, Instagram, and WhatsApp; however, this use remains essentially operational and lacks a comprehensive strategy. On the other hand, 71% of agencies have an average level of knowledge in digital marketing and 90% recognize the need for continuous training. The main barriers identified are the lack of technical support, the low budget allocation for digital advertising, and the perception of limited profitability. The study concludes that, despite the still incipient use of digital tools, agencies show a favorable disposition toward technological transformation. A methodological roadmap is proposed to strengthen training, strategic planning, and the integration of digital tools, thus contributing to improving the competitiveness of the tourism sector in Pasto.