Estrategia de marketing ecoturístico para el fortalecimiento sostenible en playa crucita del cantón Portoviejo

Abstract

This investigative work was carried out in the Crucita parish with the aim of strengthening sustainable tourism through the integration of ecotourism marketing strategies in the Crucita parish of the Portoviejo canton, Ecuador. At present, tourism constitutes a source of income in the country's economy, generates employment opportunities and improves the economic and social level of Ecuadorian families. For this reason, the formulation of strategies that promote Crucita as a biodiverse and sustainable tourist resort has been considered, it is located in the Portoviejo canton, and is known as a beach to practice sports such as Paragliding and Delta Wings. To carry out this work, a mixed approach was established, that is, qualitative and quantitative. For the fulfillment of the second objective, the qualitative approach was used through the interview technique, addressed to the Lcda. Andrea Delgado President of the GAD Parroquial Rural de Crucita. Within this approach are strategic management tools such as PESTEL Analysis and the SWOT Matrix. Subsequently, the quantitative approach was applied through a survey that allowed us to know the tastes and evaluation of the market niche regarding the Crucita sun and beach destination. This survey was directed to tourists, with the inhabitants of the Portoviejo canton as the study subject. In addition, the bibliographic method was used to analyze the theoretical characteristics in relation to ecotourism marketing and sustainable development, based on previous works such as thesis, articles and research related to the topic being developed. In conclusion, it can be said that marketing strategies are actions that are carried out to achieve sustained economic growth in the development of the parish, it presents certain threats and weaknesses that must be considered, however, it reflects a recognized brand and With great high tourism potential, it was finally possible to propose ecotourism marketing strategies that allow the strengthening of sustainable tourism in this parish and manage to position the brand as an ecological tourist destination in international markets; and in turn favor the increase of national and foreign tourists as well as the preservation of the environment.