Deterioro de la imagen del destino debido a marketing deficiente y falta de promoción.

Abstract

The community of Puerto Nuevo, located in the province of Manabí, faces a sustained decrease in visitors due to the deterioration of its tourist image, mainly caused by the absence of marketing strategies and effective promotion. Despite having valuable natural, cultural and gastronomic resources, the destination has not managed to position itself in the tourist market, which has caused low visibility in digital media, obsolete content and little link with tour operators. This situation has generated negative effects such as local economic stagnation, an outdated perception of the community and the loss of competitiveness in the face of better promoted nearby destinations. The theoretical framework addresses fundamental concepts that support the need to implement modern and comprehensive strategies, in this case it proposes the creation of an own brand, the increase of digital visibility, the training of the community in sustainable tourism and the consolidation of strategic alliances to position the destination at the regional level. The analysis concludes that the main limitation is not in the lack of attractions, but in the absence of strategic management. With the application of digital marketing tools and the participation of the community, Puerto Nuevo can become a competitive and sustainable destination, generating long-term economic and social benefits The document proposes as a solution the implementation of a strategic tourism marketing plan that articulates local identity with digital promotion actions, community training and inter-institutional alliances. This plan seeks to consolidate Puerto Nuevo as a sustainable community tourism destination, capable of attracting visitors, boosting the local economy and preserving its natural and cultural heritage.