Estrategias de marketing como herramienta de promoción del centro de facilidades turísticas de la comuna Joa

Juan Gabriel Rosero-Alcívar; Fernanda Romina Baque-Anzules

Autores/as

Rosero-Alcívar Juan Gabriel Docente en la Facultad de Ciencias Económicas, Universidad Estatal del Sur de Manabí. Jipijapa, Ecuador. https://orcid.org/0000-0002-9003-7901
Baque-Anzules Fernanda Romina Egresada de la Carrera de Turismo, Universidad Estatal del Sur de Manabí. Jipijapa, Ecuador. https://orcid.org/0009-0002-2583-694X

Palabras clave:

Preferencias turísticas, Sur de Manabí, Expectativas turísticas, Estrategias de Marketing

Resumen

En una investigación llevada a cabo en Joa, Ecuador, desde mayo de 2022 hasta septiembre de 2023, se buscó comprender y establecer estrategias para mejorar el potencial turístico de la región. El objetivo principal de esta investigación fue analizar las preferencias y expectativas de los turistas en la zona sur de Manabí, específicamente en la Comuna Joa, con el propósito de desarrollar estrategias de marketing y promoción que fortalezcan el posicionamiento turístico de este destino. Para alcanzar este objetivo, se diseñaron encuestas estructuradas que abordaron variables clave como destinos preferidos, motivaciones de elección, y expectativas específicas del turista. La metodología incluyó la aplicación de 125 encuestas a potenciales turistas, recopilando datos cuantitativos que fueron sometidos a un análisis estadístico. Los resultados revelaron que destinos como Playas de Manta, Puerto López y Los Frailes son los más favorecidos, destacándose el turismo de sol y playa, la observación de ballenas y las experiencias naturales y culturales como factores determinantes en la elección de destinos. Asimismo, se identificaron las fortalezas y debilidades del Centro de Facilidades Turísticas de la Comuna Joa, fundamentando la propuesta de estrategias de marketing y promoción. Estas estrategias, basadas en la propuesta de valor diferenciada de la Comuna Joa, buscan posicionarla como un destino único y competitivo, capitalizando sus recursos naturales, culturales e infraestructura turística. Estos resultados representan un punto de partida para impulsar el desarrollo turístico sostenible de la Comuna Joa en la zona sur de Manabí.

Palabras claves: Preferencias turísticas, Sur de Manabí, Expectativas turísticas, Estrategias de Marketing.

ABSTRACT

This research aimed to analyze the preferences and expectations of tourists in the southern zone of Manabí, specifically in the Comuna Joa, with the purpose of developing marketing and promotion strategies to strengthen the tourist positioning of this destination. To achieve this objective, structured surveys were designed addressing key variables such as preferred destinations, choice motivations, and specific tourist expectations. The methodology included the application of 125 surveys to potential tourists, collecting quantitative data that underwent statistical analysis. The results revealed that destinations such as Playas de Manta, Puerto López, and Los Frailes are the most favored, with sun and beach tourism, whale watching, and natural and cultural experiences standing out as determining factors in destination choice. Likewise, the strengths and weaknesses of the Tourist Facilities Center of Comuna Joa were identified, substantiating the proposal for marketing and promotion strategies. These strategies, based on the differentiated value proposition of Comuna Joa, seek to position it as a unique and competitive destination, capitalizing on its natural, cultural, and tourist infrastructure resources. These findings provide a solid foundation to drive the sustainable tourism development of Comuna Joa in the southern zone of Manabí.

Keywords: Tourism Preferences, Southern Manabí, Tourist Expectations, Marketing Strategies.

Información del manuscrito:
Fecha de recepción: 22 de abril de 2024.
Fecha de aceptación: 25 de junio de 2024.
Fecha de publicación: 10 de julio de 2024.

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