Facebook como estrategia de comunicación digital para fomentar el agroturismo en el departamento de Arauca: Caso Ruta del Cacao.

Abstract

This essay explores the po tential of Facebook as a digital strategic communication tool to promote agrotourism in the department of Arauca, Colombia, particularly the so called “Cocoa Route”, a project of the region that aims to increase the influx of visitors interested in the coc oa process. It addresses that tourism initiative that seeks to promote rural tourism in the region and it is established that Facebook is a useful tool to promote agrotourism, allowing tourist companies and rural destinations to share content and promote t heir services through a variety of channels. It also proposes that the social networking platform is a useful tool for user interaction and brand building.