Digital promotion strategies for attracting international congresses and events at the Guayaquil Convention Center
DOI:
https://doi.org/10.63688/8w03a233Keywords:
digital promotion, MICE tourism, international congresses, event acquisition, GuayaquilAbstract
Attracting international congresses and events requires integrating destination promotion with verifiable technical information on venues, services, and commercial response processes. This study aims to formulate digital promotion strategies for the Guayaquil Convention Center targeted at professional organizers, associations, and international buyers. A qualitative, descriptive, and proposal-oriented documentary analysis was conducted using literature on venue selection, MICE competitiveness, digital communication, and business-to-business marketing, together with public institutional communications concerning congress activity in Guayaquil. The synthesis informed a proposal involving audience segmentation, bilingual positioning, technical content, search visibility, professional campaigns, contact automation, and coordination with the Convention Bureau. Indicators were defined to assess visibility, qualified inquiries, requests for proposals, and bidding progress, without claiming commercial results that have not yet been measured. The study concludes that digital promotion can operate as a lead-generation and follow-up system when it links the venue’s value proposition to decision-makers’ requirements and verifiable information. Effectiveness should be assessed through a pilot implementation and longitudinal monitoring of conversions.
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Copyright (c) 2026 Iveth Karen Luzcando Quiñonez, Eyner Anderson Tapuy Andy, Michelle Cristina Rodríguez Rodríguez, Joel Benito Ramos Garcia, Keyla Michelle Veliz Osorio, María Judith Molina Briones, Gabriel Josué Borbor Chinizaca (Autor/a)
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