Abstract
This research aimed to analyze the use of social media by international travel agencies located in Guayaquil, Ecuador. The study was conducted inthree phases: determining the number of international travel agencies using social media (Facebook, Instagram, Twitter, and TikTok); analyzing the level of engagement of followers using the PGRS model (Presence, Generation, Response, and Suggestion); and verifying the correlation between the number of publications and the level of engagement. A quantitative approach with a descriptive and correlational scope was applied, using the documentary technique through a verification form applied to the social networks of the agencies during a period of two months (from March to May 2024). The study found that 6% of all international travel agencies simultaneously use the four mentioned social networks. It is concluded that TikTok is the platform that generates the highest level of engagement among users.
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