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

Abstract

Montecristi is an emblematic city within the province of Manabí given that this was the place where one of the best presidents ever born the country has had, General Eloy Alfaro Delgado, whose innumerable works that meant great changes. Also in this city ​​is where the elaboration of toquilla straw hats originated, which they are still being developed to this day. Other of the cultural attractions that Montecristi has is the Minor Basilica of the Virgin of Monserrate, which receives parishioners throughout the year, but with more constancy in November. On the other hand, this canton has with dozens of stalls where handicrafts are sold and also of this, it has the Montecristi hill, 443 meters high. However, despite the fact that Montecristi has these attractions with accessibility in good condition and has the appropriate basic services for tourist activities, the perceived tourist image of this destination does not has evolved causing this canton to not be able to consolidate as a preferred destination for tourists. The problems in this case of study are mainly linked to the lack of marketing and promotion that allows the strengthening of the tourist image. It proposes strengthening the image of the Montecristi destination, diversify its offer and consolidate it as a preferred destination for tourists.