El uso de estrategias de marketing digital para la promoción turística de las comunidades autónomas españolas

Purpose: Modern management methods and the constant innovations in business demand to be considered the territories as a product. Due to this, strategies derived from marketing arise, but applied to the digital age that exists today. This is what is called digital marketing and is very useful and indispensable in the current territory management. The practical objective of this research will be to check the application and effectiveness level of some of these digital marketing strategies in Spain to be able to give an overview of the implementation of strategies in each of the Spanish autonomous communities. Design/methodology: To this end, the methodology used has been the development of a model applied to all of them, consisting of a series of searches on Internet search engines as well as the Google Trends tool. Subsequently, it has been possible to classify them based on a specific methodology focused on online searches. Findings: Considering the main limitation in the development of this research, which is that the data on the internet are highly fluctuating, it can be concluded that the results show a situation, in general, optimal, and highlights that internet users and tourists, as the true pillars of digital tourism promotion. They, with their comments and personal evaluations of the destinations, give them the true value that other tourists perceive. Research limitations/implications: These results have business and social implications. This is very useful for the application of new strategies in these territories to achieve greater tourism and economic development. Originality/value: This research is a pioneer in showing all the strategies carried out by all the Spanish autonomous communities, as well as the position in which they are in relation to each other in this field. Objetivo: Los métodos de gestión moderna y las constantes innovaciones en el ámbito empresarial, exigen que a los territorios se les trate también como productos. Debido a esto, surgen unas estrategias derivadas del marketing, pero aplicadas a la era digital en la que nos encontramos. Es lo que se llama marketing digital y resulta muy útil e indispensable en la gestión de los territorios actual. El objetivo práctico de esta investigación será comprobar el nivel de aplicación y efectividad de algunas de estas estrategias de marketing digital en el ámbito nacional y poder dar así una perspectiva en cuanto a aplicabilidad de las mismas en cada una de las comunidades autónomas e