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The objective of this research is to analyze the influence of digital tools as a marketing strategy in tourism activity. The approach of the present study is quantitative. The type of research is descriptive in nature, its design is non-experimental, cross-sectional. The survey was used as a technique to collect data. The population was made up of 128 students from the Business Administration school of the Veraguas Regional University Center. The sample calculation was done using the QuestionPro program, establishing a confidence level of 95%, with a margin of error of 5%, obtaining a sample of 97 undergraduate students. The instrument used to collect the information was through a survey. According to the responses obtained, with 56.7% the Google search engine becomes the most used tool to search for information about a tourist destination. 62.9% have planned and completed a trip based on a destination that they have seen in a publication made in digital media. 73.8% highlight that national tourist destinations have been the main ones to which they have planned a trip driven by digital media advertising.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
