Estrategias de marketing verde para el ecoturismo sustentable en la ciudad de Manta.

Abstract

Environmental care has become a critical issue in both a near and future vision. The main objective of this article is to understand how green marketing strategies influence sustainable ecotourism in the city of Manta. A qualitative-quantitative research design was used, using standardized surveys and statistical techniques to analyze the data collected. The sample included tourism service companies in Manta. The results, analyzed with the SPSS-27 software, indicated the validation of the instrument showing a Cronbach’s Alpha reliability coefficient of 0.989, interpreted as excellent. Factors such as environmental impact and profitability were crucial, with correlations of 0.992 and 0.983 respectively, including compliance with the hypotheses. These findings underscore the importance of integrating sustainable practices into ecotourism to improve both the environment and the visitor experience, highlighting the need for environmental planning and education.