https://doi.org/10.37955/cs.v5i3.148
Received November 12, 2020 / Approved April, 03 2021 Pages: 43-54
eISSN: 2600-5743
Estrategias de marketing para
destinos turísticos del cantón
Sucre.
Marketing strategies for tourist destinations of
the canton Sucre
Lilia Moncerrate Villacis Zambrano
PhD in Administrative Sciences. Universidad Laica Eloy Alfaro de Manabí. Extension Bahía de
Caráquez, Ecuador. lilia.villacis@uleam.edu.ec. https://orcid.org/0000-0002-2888-6363
William Renán Meneses Pantoja
Master in Innovation and Tourism Marketing. Docente Universidad Laica Eloy Alfaro de Manabí.
william.pantoja@uleam.edu.ec. https://orcid.org/0000-0001-8080-9990
Mayra Jazmina Espinoza Arauz
Engineer in Business Administration. Master in Business Management. Teacher at Universidad Laica
Eloy Alfaro de Manabí ULEAM. mayra.espinoza@uleam.edu.ec. https://orcid.org/0000-0003-1207-
9804.
José Ricardo Macías Barberán
Civil Engineer. Master in Education and Social Development. Professor at Universidad Laica Eloy
Alfaro de Manabí. jose.macias@uleam.edu.ec. https://orcid.org/0000-0002-2857-6867.
Abstract
The research addresses the characterization of the tourist destination
of the city of San Vicente, the objective is to analyze the strategic
marketing planning developed in the tourist destination of San Vicente
in this way, the type of descriptive study was used with the
identification of elements and characteristics that encompasses the
form of organization, taking the quali-quantitative method of research
with techniques such as surveys and interviews. The results obtained
made it possible to know that the predominant visitors are nationals
and the level of diffusion of the benefits it possesses. A noteworthy
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element is the lack of an updated marketing or communication plan
coordinated with the pertinent public and private entities to
articulately manage actions for sustainable tourism development. The
facts and informative and advertising messages are not being
strategically and deliberately managed to have concrete and
measurable actions to attract visitors and have a competitive
differential. In conclusion, the tourist servers seek to monetize their
activities and the tourist training that still needs to be improved, added
to the idea that only a natural view is enough for the tourist to arrive.
Resumen
La investigación aborda la caracterización del destino turístico de la
ciudad de San Vicente, el objetivo es analizar la planificación
estratégica de marketing desarrollada en el destino turístico de San
Vicente de esta manera, se empleó el tipo de estudio descriptivo con la
identificación de elementos y características que abarca la forma de
organización, tomando el método cuali-cuantitativo de investigación
con técnicas como encuestas y entrevistas. Los resultados obtenidos
permitieron conocer que los visitantes predominantes son nacionales
y el nivel de difusión de las bondades que posee. Un elemento
destacable es la inexistencia de un plan de marketing o de
comunicación actualizado y coordinado con las entidades públicas y
privadas pertinentes para gestionar articuladamente las acciones para
que sea sostenible el desarrollo turístico. Los hechos y los mensajes
informativos, publicitarios no están siendo manejados estratégica y
deliberadamente para tener acciones concretas y medibles para atraer
a los visitantes y tener un diferencial competitivo. En conclusión, los
servidores turísticos buscan monetizar sus actividades y se deja al
traste la formación turística que aún requiere mejorar, sumado a la
idea que solo vista natural es suficiente para que el turista llegue.
Palabras clave/ Keywords
tourism destination, strategies, marketing, potential.
destino turístico, estrategias, marketing, potencial.
Introduction
In the Ecuadorian coast of the province of Manabi is located the
Canton Sucre with a population of 57,159 inhabitants, it has two urban
parishes: Bahía de Caráquez and Leónidas Plaza and its two rural
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parishes which are: Charapotó and San Isidro that detail a number of
rural and urban attractions.
Through this research, we intend to promote the tourist attractions of
Canton Sucre, both nationally and internationally, through marketing
strategies for tourist destinations in the canton of Sucre. Developing
activities that are in two projects that the Eloy Alfaro University of
Manabí Extension Bahía, such as: Design of a Historical -
Archaeological route for the development of the destinations
Pedernales, Jama, San Vicente and Sucre. Funding Entity:
Universidad Laica Eloy Alfaro de Manabí, completion date between
2016- 2020. Y Application of experiential marketing for the creation,
promotion, dissemination and positioning of the new post-earthquake
image of the destination Sucre, San Vicente, Jama, Pedernales. The
marketing logic with which the business unit expects to achieve its
marketing objectives, and consists of specific strategies for target
markets, positioning, marketing mix and marketing expenditure levels
(kamlot, 2017, p. 43).
The marketing strategy is a type of strategy with which each business
unit expects to achieve its marketing objectives through the
positioning that it will try to achieve in the minds of the target
customers, i.e. positioning consists of making a product occupy a clear,
distinctive and desirable place, in relation to the products of the
competition, in the minds of the target consumers. According to
(Rodrigues et al., 2021), Gamboa et al., (2016) the marketing strategy
"comprises the selection and analysis of the market, that is, the choice
and study of the group of people to be reached, as well as the creation
and permanence of the marketing mix that satisfies them."
The choice of the marketing mix (product, place, price and promotion)
is what will be used to satisfy the needs or desires of the target market.
Marketing is a special way of conceiving the exchange relationship, so
that it is satisfactory for all parties involved in it, marketing is both a
business technique and a scientific discipline.
In the case of the promotion of tourist destinations, instruments of
promotion that influence the perception of the attractions in the
receiving public are identified. According to the statement of (Castillo-
Palacio, 2015) it is one of the main pillars of Integrated Marketing
Communication, which refers to communicate to potential tourists
(consumers) about a tourist offer.
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From this point of view, efforts should be focused on actions aimed at
promoting the places through advertising resources that allow the
receiver to receive information on the qualities of the tourism product.
Tourism marketing can, therefore, be delimited according to the
parties involved in the exchange relationship. Thus, we define tourism
marketing as that branch of marketing that, through the use of the
scientific method, conceives and executes the exchange relationship
between the tourism industry and the tourist (user), with the aim of
making it satisfactory to the parties involved and to society as a whole,
through the development, valuation, distribution and promotion, by
one of the parties (tourism industry), of the tourism services that the
other party needs. (kamlot, 2017)
The tourist product is characterized by: lodging, transportation,
restaurants, tourist information, cultural, sports and recreational
activities, etc. With its characteristics that allow you to project the
number of tourists you want to attract, the activities to be carried out
and the place where it will take place, in addition to other factors that
influence the design of this service, establishing the necessary
resources for the issuing markets and their satisfaction.
Tourism marketing, through which tools are provided to get to know
the consumers of tourism products, so that based on this information,
marketing strategies can be developed to help improve the way in
which tourism sites are offered, increasing the number of visitors and
thus the income of their inhabitants (Paredes, 2019, p. 18).
Tourism activity, if planned and developed, can help people escape
poverty and build better lives. Tourism activity has the potential to
promote economic growth and investment at the local level, which in
turn translates into employment opportunities, income distribution
and boosting other activities such as agriculture, fishing and
handicrafts in the receiving localities (Berselli, 2018, p. 34).
It is of utmost importance to show the tourist attractions that exist
within the canton of Sucre and that the area has, in order to promote
them and in this way, help tourism development and encourage people
to enjoy the best places they have and get more acceptance of tourists
and that they can return another time.
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Materials and Methods
The research on marketing strategies for tourist destinations in the
canton of Sucre was developed in the city of Bahía de Caráquez, from
the qualitative approach, qualitative analysis is identified with certain
functions and phases within the social research process, which
according to this author, tries to give a global approach to social
situations and proposes different methodological strategies located in
qualitative studies with a certain marquetry perspective, exploring
them from the tourist destinations and in relation to the context.
The descriptive method was used, "Descriptive statistics offers ways to
present and evaluate the main characteristics of the data through
tables, graphs and summary measures" (Villegas Zamora, 2019, p. 23)
From there it is inferred that it is required to know the context, visitors,
tourism through an accurate description of the ways of interacting of
the selected population. Likewise, it mentions "the descriptive study
seeks to specify the important properties of visitors, groups,
communities or any phenomenon that is subjected to analysis"
(Contreras Álvarez & Ríos Nequis, 2020, p. 45).
The research was conducted through visitors to the city, adults
knowledgeable on the subject, making a non-probabilistic sample
selection by convenience applying the Delphi method where the
sample taken was 30 people. For this approach, qualitative and
quantitative methods were used, adapting instruments to evaluate the
desired objective.
The survey was used as a research instrument, applied to the visitors
of the Sucre canton, which was then processed using the SPSS 21.00
(Stadistic Packing for Social Science) computer software, giving a
quantitative and qualitative approach that allows to understand in the
best way the tool used in this study in the aforementioned locality.
Then, the answers were processed, which gave rise to evaluate each of
the data of the information obtained, in this way it was possible to
mention the discussion and conclusion.
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Results
Table 1 Do you frequently visit Cantón Sucre?
Freque
ncy
Percent
age
Valid
percentag
e
Cumulativ
e
percentag
e
Valid
Yes
50,0
50,0
50,0
No
23,3
23,3
73,3
Sometim
es
26,7
26,7
100,0
Total
100,0
100,0
In the canton of Sucre, those surveyed visit frequently, with a
percentage of over 50% saying yes, followed by 26.7% saying
sometimes and finally with 23.3% saying no. The problem that is
evident is how to maintain this large number of visitors, so it is
necessary to design activities or specific tourist destination excursions,
from social networks where visitors can access and can promote and
market tourism products and activities.
Table 2. Tourist sites in Cantón Sucre are comfortable.
Frequ
ency
Percen
tage
Valid
percentag
e
Cumulativ
e
percentage
V
a
l
i
d
Yes
20,0
20,0
20,0
No
56,7
56,7
76,7
Sometim
es
23,3
23,3
100,0
Total
100,0
100,0
According to the sample of respondents, the results show a higher
percentage of 56.7% with a no, followed by 23.3% sometimes and
finally with 20% yes of these tourist sites that are welcoming. With the
negative experience that visitors have it is difficult for them to return,
for this reason it is necessary to study the reason for the dissatisfaction
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of visitors to analyze strategies that will improve access, enhance
tourist sites that are welcoming, planning together with local agents.
Table 3. The reception offered by the tourist sites is satisfactory.
Freque
ncy
Percent
age
Valid
percentag
e
Cumulativ
e
percentag
e
Valid
Yes
13,3
13,3
13,3
No
40,0
40,0
53,3
Someti
mes
46,7
46,7
100,0
Total
100,0
100,0
The table shows that most of the tourist sites offered, with a higher
percentage of 46.7% say sometimes, followed by 40% who say no and
finally with 13.3% yes. It can be seen that visitors are not satisfied, not
because the place lacks natural and cultural resources, but because of
the lack of promoting the great wealth it possesses, developing tourism
products and ecotourism that satisfy visitors.
Table 4. Likes to spend the night in Cantón Sucre.
Frequency
Percentag
e
Valid
percentage
Cumulative
percentage
Valid
Yes
20,0
20,0
20,0
No
40,0
40,0
60,0
Someti
mes
40,0
40,0
100,0
Total
100,0
100,0
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The table shows that people usually spend the night in Cantón Sucre,
with two equal percentages of 40% saying no, the other 40% saying
sometimes and finally 20% saying yes. It is evident that the place is
well known, but it does not offer indispensable and welcoming
elements for overnight stays, and therefore does not satisfy visitors.
According to the sample for those surveyed about the good tourist sites
in Sucre canton, with a higher percentage of 36.7% they said
sometimes, followed by 33.3% who said no and finally with a lower
percentage of 30% who said yes, it is important to promote the tourist
sites that the canton has, to make them known from the different
groups, spaces that have influence with the local municipalities.
According to those surveyed about the additional services of these
tourist sites, with a higher percentage of 53.3% expressing yes,
followed by 26.7% that there are none and finally with 20% of
sometimes.it is vital to analyze the additional services as a plus, the
same that will motivate the visiting population to stay and come back
again. According to those surveyed in Canton Sucre, they mentioned
that they agree with the development of marketing strategies for
tourist destinations, with a higher percentage of 60% yes, 23.3% say
sometimes and finally with a lower percentage of 16.7% say no. This
shows that there is a great need to seek alternative means to reactivate
the city and not let the population migrate and tourists do not come.
Based on everything analyzed in the research, we can consider that the
importance of this research project is the marketing that will be
provided for the tourist destinations of the canton of Sucre; in this
sense, the Ecuadorian territory is very diverse and loved by national
and foreign tourists, which is why tourism marketing will contribute
in a direct, simple and effective way. Thus, the characteristics of
intangibility, variability, inseparability and expiration will be taken
into account. However, it should be considered if the seasonality of
demand and the high investment for marketing, (Sandoval Caraveo et
al., 2020) come before; since Marketing focused on Tourism had its
beginnings after the marketing of goods, therefore, more elements
have been acquired that allow a better understanding of this area of
marketing. Thus, there are more precise elements, but at the same
time broader, to carry out more successful strategies that directly
affect the destination.
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The development of this research allows to take into account which are
the strategies that should be followed so that the tourism not only of
sun and beach of the north zone of Manabí, but also of another
typology as the gastronomic, historical and archaeological, in Bahía de
Caráquez. Therefore, it contributes to raise awareness among people
who have establishments such as bars, restaurants, discotheques to
have economic development in their establishments, so that in this
sense they can cover all the expenses inherent to the fixed and variable
costs of the acquisition of raw materials for their transformation into
their microenterprise and can increase their personal assets.
Under this precept we can realize that in the surveys that were carried
out in the canton of Sucre, tourists do visit the beaches of Bahía de
Caráquez frequently; we could also realize that in terms of
infrastructure, the results were not very satisfactory, since some
premises or establishments are very robust and unattractive, giving a
bad image, both to nationals and foreigners.
Consequently, these data indicate that the beaches of Sucre are
attractive, welcoming and give a maternal warmth to all people who
visit this town in the northern part of Manabi; so in many places both
domestically and abroad it is called the city without a copy. In this
sense, it is so called because Bahia is seated on a huge rock that floats
under the Pacific Ocean. In addition, it has buildings with beautiful
apartments that are commercial and desired by foreign tourists who
choose to come to spend their last years of life in our beautiful country.
It is necessary to point out that there are both excellent and bad
results, since some people enjoy the beaches of the Sucre canton only
during the day or only at night. From the tourist point of view, it is
considered that it would be more feasible and better for this canton,
that tourists stay overnight and thus be able to generate more income
to the owners of the hotels that exist in the mentioned tourist canton.
Conclusions
In relation to everything on which the research is based, it can be
summarized that the beach of Sucre is attractive and visited by many
tourists, therefore, the authorities of the GADM should be requested
to improve the infrastructure by painting the sidewalks, fixing the
streets. This would be a way to encourage people to visit most of the
days and thus generate jobs for the residents themselves, without them
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being forced to migrate and their retribution to stay in the same local
area.
Likewise, it can be mentioned as a conclusion that this topic is
important and relevant for Marketing, because it is considered that in
a few years, not only Sucre but also San Vicente, will be a tourist power
at the national level. Therefore, in this sense, marketing strategies
from the tourism point of view would serve to promote the canton
through various channels such as the Internet, websites, social
networks, which today are the most used by cybernauts globally, as
they allow to connect with all countries, regions, continents around the
world.
Also, it can be said that with this research conducted in the canton
Sucre, there is a deficient tourism promotion. This has affected the
progress of the canton, for this reason the marketing strategy for
tourist destinations will contribute to the increase of tourists in the
canton.
The tourism activity to promote places through advertising resources
that allow the receiver to receive information about the qualities of the
tourism product that exists in the Canton Sucre and promote economic
growth and investment at the local level.
Canton Sucre has natural and cultural attractions such as historical,
archaeological, rural, adventure and nature tourism, which are
essential for attracting tourists, with this marketing strategy would
begin to exploit the tourism activity that has this population in the
north of the province of Manabi.
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