Marketing turístico: posicionamiento del sector hotelero en las zonas rurales del cantón Manta.

Abstract

This research analyzes the impact oftourism marketing on the positioning of the hotel sector in the rural areas of Manta. WIth a correlational design and a quantitative, descriptive, bibliographic, and field approach, questionnaireswere appliedto a representativesample ofthe economicallyactivepopulation(EAP)ofManta and national and internacional tourists. Using the IBM SPSS27.0 software, the reliability of the instrument was evaluated through Cronbach's alpha coefficient, achieving a value of 0.938. Results show positive correlations between marketing strategies and hotel positioning, highlighting factors such as product quality, customer satisfaction, and service excellence. The tourism diversity and hotel infrastlucnu•e in Manta offer competitive advantages that, enhanced by marketing, can position the region as a preterred destination. The study emphasizes the importance of integrating innovative and customer-oriented strategies to achieve sustainable success.