Deterioro de la imagen del destino debido a marketing deficiente y falta de promoción.

Abstract

Puerto Nuevo is a community in the province of Manabí. It is characterized by its serene beaches, traditional festivals, local cuisine, and its culture linked to traditional fishing. However, despite these benefits, there has been a recent decline in visitors. The image of a destination is fundamental to attracting visitors, as their perception directly influences its attractiveness. Promotion is essential to promoting a destination. Marketing is the set of strategies and tactics that companies use to promote and sell their products or services. It is an important tool because it allows destinations to effectively reach their target audience. The methodology used the deductive method to analyze the lack of community promotion, allowing to start from a general premise that an adequate tourism promotion improves the competitiveness of the destination and the bibliographic review method allowed to formulate the theoretical framework. In conclusion, the analysis of the current tourist offer of Puerto Nuevo allowed to obtain information on the attractions that make up the destination, as well as the available infrastructure, develop a digital identity ensuring visibility and positioning in the digital environment, applying digital promotion actions and monitoring were effective since the promotion acted as a magnet to attract tourists and generate economic opportunities.