Use of social media as promotional communication tools in public relations for the Puerto Cayo Parish

Abstract

DOI: https://doi.org/10.46296/rc.v9i17.0413

ABSTRACT

Contemporary tourism is undergoing a digital transformation, turning social media into strategic tools for destination promotion and public relations management. The parish of Puerto Cayo, located in the Jipijapa canton of the Manabí province, faces the challenge of consolidating its competitive positioning through the use of digital platforms. The objective of this research is to analyze the impact of social media on the perception of the destination, visitor participation, and the sustainable development of the territory. The study was conducted using a qualitative approach, with a non-experimental, cross-sectional design, supplemented by surveys administered to 150 domestic and international tourists. The results show that 52% of visitors are between 18 and 35 years old and highly connected to digital media; 64% use social media always or almost always for tourist information, and 65% frequently consult it to plan trips. Facebook and Instagram account for more than half of the preferences, followed by TikTok and YouTube, reinforcing the relevance of visual content with rapid interaction. 74% consider the published information clear, 73% value the visual appeal, and 79% recognize that social media projects a favorable image of the destination and directly influences the visitor's decision. In conclusion, social media determines the positioning of Puerto Cayo, making it necessary to strengthen the creativity of the content and the environmental narrative, consolidating responsible and competitive tourism.

Keywords: Digital transformation, Environmental conservation, Youth participation, Digital strategies, Ecotourism.