Mix of digital promotion in tourism companies

• Mercy Narváez Castro, José Gregorio Revilla Universidad del Zulia. Núcleo Punto Fijo

Abstract

This article analyzes the elements that make up the mix of promotion of tourism companies based on digital marketing. The methodological route is part of a descriptive study with mixed design. The population universe was conformed by companies of tourist intermediation in Paraguaná - Venezuela. The results show that a significant percentage of companies do not have a Marketing Website, however, they carry out online advertising, generate processes through Web Communities and use Email Marketing. It is concluded that there is a necessary evolution of the companies by means of the implementation of strategies of technological adaptation using Internet and Communication and Information Technologies.