Tourism marketing: an analysis in the context of the Quevedo canton.

Abstract

The development of the tourism sector is one of the main productive activities of the country, with which marketing becomes a fundamental element within this industry, since it seeks not only to promote tourist places, but also includes the analysis of products, prices and distribution channels, in addition to the study of the behavior of the actors in this value chain. This research seeks to carry out a contextualized analysis of the tourist activity in the Quevedo canton, to determine the main variables subject to generating competitive advantages for this sector. For which a documentary and field research was carried out, of the deductive and inductive type, the survey and questionnaire were used as tools, to determine the sample size the statistical formula for finite populations was used based on the study population, the same that had as a result, a quantity of 150 people. The analysis of the macro and micro environment was carried out, depending on the tourist activities, from which information was obtained that contributed to the situational diagnosis of the tourism industry in the canton. Marketing strategies were proposed to make the economy more dynamic.