Abstract
Web analytics involves applying data analysis to the information collected by a website to understand traffic patterns and user behavior. The evaluation of web analytics in the tourism sector in Cuenca, Ecuador, sought to improve digital strategies through a mixed qualitative-quantitative approach. A correlation was observed between age and the frequency of consulting statistics on tourism websites, with greater participation of young people. In addition, a significant interest in receiving personalized recommendations was highlighted, with about 40 % expressing definite interest. The willingness to provide feedback and participate in the improvement of online services was widespread. The Internet was positioned as the main source of tourism information, with an emphasis on the use of social networks. These findings highlight the importance of digital marketing strategies and optimization for mobile devices in the tourism industry.
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