Evaluation of digital presence in health tourism: proposal of the IPD-TS index and its application in Quito, Ecuador

Abstract

Health tourism is a strategic segment of the global tourism market, driven by the increasing demand for wellness experiences and the importance of visibility on digital platforms for destination selection. In Latin America, emerging destinations face challenges in their digital performance compared to more established countries, limiting their international projection and ability to attract tourists. This study aimed to assess the digital presence of health tourism companies in Quito, Ecuador, and analyze the gaps affecting their regional positioning and development potential in the Latin American market. A quantitative descriptive approach was used, applying the Health Tourism Digital Presence Index (IPD-TS) as the primary tool, which integrates four indicators: diversification of social media platforms, posting frequency, level of interaction, and SEO (Search Engine Optimization) positioning.

The sample included seventy-eight companies identified through a systematic search on the web and social media, evaluated using objective digital performance metrics. The results show that although the adoption of digital platforms is widespread, performance remains at an intermediate level; the diversification of social media does not lead to significant interactions or prominent search engine positioning, which limits the destination's international reach. The IPD-TS provides a replicable methodological contribution for evaluating the digital presence of emerging destinations, offering a solid framework for strategic planning.