Diseño estratégico de un plan de marketing turístico para potenciar el desarrollo en la parroquia Saracay cantón Piñas provincia del O

Abstract

Abstract: The purpose of this research project is to design a strategic tourism marketing plan to boost the development of the Saracay parish, located in the Piñas canton, El Oro province. The study was based on the need to strengthen the promotion of its tourist attractions, due to the current limited reach and limited diversity of activities for visitors. Through a situational assessment and surveys conducted with 267 visitors, preferences, motivations, and perceptions of available tourism services were identified. The results indicated that 67% of visitors were between the ages of 20 and 39, and that 70% prioritized activities involving nature and local cuisine. The proposal included digital marketing strategies, food fairs, improved signage, and the promotion of sustainable tourism. The plan seeks to increase visitor flow, improve the tourist experience, and foster community participation, contributing to economic growth and positioning Saracay as a competitive and sustainable tourist destination at the local and regional levels.