Estrategias de marketing turístico para el fortalecimiento del turismo en el cantón Durán, provincia del Guayas año 2026

Abstract

Abstract: This research focuses on digital tourism marketing strategies based on technology to strengthen the tourism competitiveness of Durán canton, located in the province of Guayas, during 2026. The main objective was to propose digital actions that contribute to improving the promotion of the canton, organizing its tourism resources, and providing visitors with clear, updated, and accessible information. The study shows that Durán has valuable tourism potential, including its railway history, local gastronomy, Santay Island, the Malecón, its connection with Guayaquil, and several local businesses. However, these resources still have limited digital visibility and are not yet fully integrated into a consolidated tourism offer. The research was developed through a mixed-method approach, using surveys applied to visitors and tourism entrepreneurs, as well as interviews with local actors. Preliminary findings reveal a favorable interest in a tourism application, the need for stronger digital promotion, and the willingness of entrepreneurs to receive training. It is concluded that technology can become a practical and sustainable tool to support tourism development, strengthen local identity, and improve the visitor experience in Durán.