Netnographic analysis of the tourist potential of the routes of fine aroma cacao with ecuadorian designation of origin.

Abstract

The main objective of this manuscript is to analyze the tourist potential of websites that offer tourism routes related to fine aroma cocoa with Ecuadorian denomination of origin; for this purpose, a descriptive study was considered based on an evaluation model on the use of the various components that must be incorporated into digital media and that were evaluated by a netnographic method; this resulted in six routes analyzed, which show a very poor use of the various digital actions that must be incorporated into the websites that allow to enhance the gastronomic and local tourism of a destination. It is concluded that, the different routes promoted in digital media are not exploited in their entirety which can significantly influence the final decision of the tourist or visitor to decide which activity or cocoa route covers their needs and expectations.