Gestión de experiencia del cliente en turismo MICE, destino Manta.

Abstract

This study addresses the analysis of MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) management in the city of Manta, Manabí, Ecuador. The goal is to identify growth opportunities for this type of tourism and to create competitive strengths in comparison to other destinations. The methodological design combines descriptive and comparative methods, which allowed for an analysis of how the MICE tourist experience is currently being managed in Manta. In order to achieve this objective, qualitative research was conducted, involving interviews with key individuals involved in the development of tourism in the Manta destination. Based on the information gathered from the interviews and the analysis of existing literature, proposals for improvements in the management of the MICE tourist experience were developed.