City branding y su incidencia en el desarrollo turístico del cantón Tosagua.

Abstract

The objective of the research is to determine how the city branding strategy impacts the tourism development of the Tosagua canton. It aims to analyze the global brand, strategies, promotion, communication, positioning, and socioeconomic development of the canton. The methodology used is descriptive bibliographic research, with investigation through digital media. A survey analysis was conducted with 373 people from a population of 45,215 inhabitants, which allowed for the validation of the hypotheses. Using the SPSS statistical program with a Cronbach’s Alpha of 0.896, it was demonstrated that city branding influences the tourism development of the Tosagua canton and that users agreed with the strategies used by the Municipal GAD for the management and promotion of tourist destinations. On the other hand, it was noted that the access roads are not in excellent condition, leading to a decline in tourist attraction.