El Marketing Turistico y su incidencia en la reactivación económica del Cantón Pedernales, Manabí.

Abstract

The research analyzes the impact of tourism marketing on the economic reactivation of the Pedernales Canton. Manabí, with a qualitative-quantitative approach. Theoretical information on tourism marketing and background of economic reactivation was collected, 132 tourism service providers from Pedernales were surveye d, selected through a finite sample (95% confidence and 5% margin of error), the questionnaire collected data on supply. tourist services attractive tourist resources increase in demand and access to financing. The data were analyzed in SPSS version 30, applying Spearman's compensation coefficient. The results indicated positive correlations, highlighting the increase in demand (0.925) and access to financing ((0.849) as the dimensions with the greatest impact. The tourist offers and attractive resources showed moderate correlations (0.553 and 0.423), while the tourist services had a low incidence (0.035), pointing out the need for improvements in infrastructure and promotion.