Impacto en la gestión de comunicación turística en la provincia de esmeraldas con el uso de una app móvil

The objective of the study was to strengthen communication management with the use of a mobile application (app) to promote the tourism sector of the Esmeraldas canton. The research was carried out through a qualitative and quantitative approach in the analysis and interpretation of fieldwork with cross-sectional intervention, due to the correlational type level that allowed experimental manipulation of the independent variable through the questionnaire as an investigative instrument to determine the degree of acceptance, in addition, the project was supported by secondary sources of information, which clarified the execution of the SCRUM method for the systematization and self-organization by phases in the development of the tourist tool for cell phones. The survey technique yielded a propitious result for the implementation of the software since, according to the Likert satisfaction scale, it was stated that the population chooses to make annual trips taking advantage of national holidays, and the lack of competition was also highlighted. of tourist apps in this locality, for which a great opportunity for market introduction was obtained despite its unfavorable internal and external analysis. It is concluded that the use of social media is an essential way to channel persuasive and informative content of the promise of value of the digital product with a massive reach focused on the defined buyer person, which led to the development of communication strategies and tactics to contribute to the strengthening of the investigated sector. The continuity of the study is recommended with practical and methodological contributions that guide the evolution of the Esmeraldeño territory and enrich the field of research and development for the continuous progress of future generations. O objetivo do estudo foi fortalecer a gestão da comunicação com o uso de um aplicativo móvel (app) para promover o setor de turismo do cantão de Esmeraldas. A pesquisa foi realizada através de uma abordagem qualitativa e quantitativa na análise e interpretação do trabalho de campo com intervenção transversal, devido ao nível do tipo correlacional que permitiu a manipulação experimental da variável independente através do questionário como instrumento investigativo para determinar o grau de aceitação, além disso, o projeto foi apoiado por fontes secundárias de informação, que esclareceram a execução do método SCRUM para a sistematização e autoorganização por fases no desenvolvimento da