Diseño de estrategias para promocionar el turismo cultural del cantón Rocafuerte, provincia de Manabí.

Abstract

This research paper presents a diagnosis of the current state of cultural tourism in the Rocafuerte area. Based on the cultural strengths the region has, a model of promotional strategies has been designed that will promote the history, art, gastronomy and folklore of both urban and rural inhabitants who live off the income of domestic and foreign tourism. The purpose of this plan is to project the Rocafuerte region as a cultural destination for families. Its implementation includes short and long-term promotional activities developed according to the seasons and civic, social and religious holidays. The study will require the application of a mixed methodological approach. An information base with qualitative and quantitative data of the study variables will be needed and analyzed to determine the type of segmentation to which the Rocafuerte tourism market belongs and the way in which its cultural activities are managed.