Estrategias de mercado para la promoción turística de la playa El Matal, del Cantón Jama.

Abstract

The objective of this research is to develop a strategic plan to promote tourism in El Matal Beach, adapting marketing strategies that strengthen the region's tourism development and improve the quality of life of its residents. This research is essential to promote El Matal Beach as a competitive tourist destination, given that it currently faces limitations in infrastructure and promotion. The community requires support in digital marketing and sustainability strategies to improve its capacity to attract tourists and diversify the local economy. The study employed a situational assessment and qualitative analysis, including interviews with local stakeholders to assess the current tourism conditions in El Matal and understand the needs of the community and visitors. The analysis revealed deficiencies in basic infrastructure, limited international tourism promotion, and a lack of training in digital marketing. The proposal focuses on training the community in tourism management, digital marketing, and sustainability, in addition to improving infrastructure and establishing partnerships with external entities to increase the visibility of El Matal as a destination. The implementation of this strategic plan will increase El Matal's visibility in international markets, attract a greater number of visitors, and enable sustainable economic and social development that preserves the destination's natural and cultural resources.