Estudio de mercado, planificación estratégica, segmentación de clientes, modelo de negocio, promoción turística.

Abstract

The research focused on th e conceptualization of the development of a new travel operator brand in Manta , addressing key variables such as local market demand, the characteristics of the tourism consumer and competitive opportunities in the sector. The main objective was to conduct an exhaustive market study to identify viable market niches and develop effective positioning and penetration strategies. The methodolo g y adopted was mixed, combining descriptive and non-e x ploratory approaches, based on the collection and analysis of quantitative and qualitative data. The results revealed clear market segmentation, identifying distinct de mographic and behavioral groups with specific needs and preferences. Regarding the business model, a differentiated value proposition focused on the personalization of experiences and environmental sustainability stood out. The strategies designed ranged from the dive rsification of tourism products to the optimization of distribution channels and the implementation of digital marketing strategies. The main conclusions emphasized the need for continuous adaptation to market dynamics, the importance of constant innovation and the strategic value of local alliances. Furthermore, the relevance of sustainability as a key competitive differentiator was highlighted. Finally, the research provided a comprehensive framework for the development and successful implementation of a new brand in the competitive Manta tourism market, ensuring its long - term relevance and sustainability.