Posicionamiento de los destinos turísticos caso: San Vicente.

Abstract

The objective of this research was to analyze the factors that influence the positioning of San Vicente as a tourist destination. The importance of the object of study lies in identifying opportunities and challenges in the market to position a tourist destination. The study was of a documentary nature using the quantitative technique, whose descriptive and correlational method. The study population was owners, administrators or managers of restaurants in the tourist sector of the city of San Vicente. The survey technique was used, with a sample of 100 people through non-probabilistic convenience sampling. To design reliability, SPSS v software was used. 26, resulting in a Cronbach's alpha of 0.980, rated excellent. The marketing strategies currently applied in San Vicente are aligned with the expectations of tourists according to the responses of the participants (64%). In conclusion, positioning San Vicente as a sustainable tourist destination is not only a necessity, but an opportunity to generate a positive impact on the local community and the environment, the future of the canton as a tourist destination depends on its ability to balance the economic growth with the protection of natural and cultural heritage.