Estrategia de CRM y su incidencia en la promoción turística, el caso Manta – Ecuador.

Abstract

CRM strategies are tools that help understand customer needs and maintain loyal relationships with them. For this reason, this study aims to design CRM strategies for tourism promotion in the Manta canton, Manabí province. For this purpose, the following procedures were carried out: Initially, the most relevant basic foundations that make up the CRM were established, being adapted to the needs of the study area. Next, Manta's tourism needs were identified through a SWOT analysis, in order to improve the service provided to tourists. Finally, the design of CRM strategies to be used for the tourist promotion of the canton was carried out. The main result of the research is that social networks are an essential part for tourism promotion because through it you can reach different types of customers, in the same way it was established that fairs and events is an opportunity to highlight the tourism sector in the city of Manta generating tourism for the community.