Marketing strategy for the commercialization of the tourist destination Jama, Manabí.

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Published Mar 1, 2022
DOI https://doi.org/10.17981/econcuc.43.2.2022.Org.1

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Cesar Arturo Carbache Mora
Universidad Laica Eloy Alfaro de Manabí, extensión Bahía de Caráquez
https://orcid.org/0000-0001-9373-2873
Jorge Bazurto Guerrero
Universidad Laica Eloy Alfaro de Manabí, extensión Bahía de Caráquez
https://orcid.org/0000-0003-1132-6199

Abstract

The purpose of this research is to address the marketing strategies for the commercialization of the Jama tourist destination in the province of Manabí, Ecuador. The methodological design used was descriptive, quantitative-qualitative, since a Likert scale questionnaire and an interview with the mayor of the Decentralized Autonomous Government were applied. The main results found are that 47.9% stated they fully agree that the offer of tourist products: sun and beach, archeology, sports, culture, gastronomy; attract visitors. For this reason, 43.8% consider that Jama should be a tourist destination with a city brand image. And for this, 52.1% think that the use of digital platforms would be the appropriate tools to market this tourist destination. It is established that consumers of the Jama destination, due to its tourism products, can become a tourist power after the passage of the pandemic.

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How to Cite
Carbache Mora, C. A., & Bazurto Guerrero, J. (2022). Marketing strategy for the commercialization of the tourist destination Jama, Manabí. ECONÓMICAS CUC, 43(2), 35–52. https://doi.org/10.17981/econcuc.43.2.2022.Org.1
Issue
Vol. 43 No. 2 (2022)
Section
Articles: Administration, Organization and Methods
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