The Cultural Heritage of the Historic Center of Quito as a Contribution to the Preservation and Development of Tourism through Inbound Marketing as a Complementary Digital Marketing Strategy
Universidad de las Fuerzas Armadas ESPE,
Morocho Almache Jorge Enrique
Universidad de las Fuerzas Armadas ESPE
Almeida Peñaherrera Jefferson Damián
Universidad de las Fuerzas Armadas ESPE
Terán Andrade Jairo Andrés
Universidad de las Fuerzas Armadas ESPE,
Guallpa Caguana Willian Edmundo
Universidad de las Fuerzas Armadas ESPE
Vizuete Apunte Jorge Leonidas
Universidad de las Fuerzas Armadas ESPE
Abstract
Ecuador is a privileged country to have various examples of cultural heritage, among them is the city of Quito, which has the best-preserved Historic Center in Latin America and was declared by UNESCO as a World Heritage Site in 1978. In this research, the study of the cultural heritage of the Historic Center of Quito has been chosen as a contribution to the preservation and development of tourism through Inbound Marketing as a strategy that uses digital marketing tools. However, there are several factors that threaten and destroy cultural heritage, such as ignorance, globalization, modernization, informal trade, among others. For this reason, it is necessary to properly manage public policies, educate in defense, and develop both tourism and inbound marketing strategies to contribute to the preservation of this cultural wealth.