La Gestión Administrativa como herramientas para promover hitos turísticos en el cantón Jama.

Abstract

This research study aims to analyze how administrative management can be used as a tool to effectively promote the tourist attractions of Jama canton. The problem addressed is the limited visibility and promotion of the region's tourist attractions, which affects their potential to attract a greater number of visitors and foster local economic development. The methodology employed includes a descriptive and inductive approach, using surveys as the main technique, administered to a sample of 163.4 tourists. Through these surveys, we seek to understand visitors' perceptions and satisfaction levels regarding Jama's tourist attractions. The data obtained were processed with the statistical software SPSS 28, which allowed us to measure the reliability of the applied instrument and analyze the factors that influence tourists' perceptions of the management and promotion of these places. The expected results of the study include identifying key elements that can be improved through more efficient administrative management, which will allow us to optimize available resources and design strategies to strengthen the promotion of tourist attractions.