Canales de comunicación deficientes o sin impacto que no permiten hacer frente a las noticias alarmantes y otros factores que afectan la imagen del destino.

Abstract

This research examines the communication issues faced by the tourist destination Bahía Verde, located in the province of Santa Elena, Ecuador. Despite its significant natural, cultural, and gastronomic wealth, the destination has experienced a decline in competitiveness due to the spread of unverified negative news and the absence of an effective tourism communication plan. These factors have contributed to perceptions of insecurity and environmental risk, which have generated distrust among potential visitors and weakened the local economy, mainly supported by small-scale tourism enterprises.

The main objective of the study was to analyze how the lack of communication strategies and crisis management influences tourist perception and visitor confidence, with the purpose of proposing actions to strengthen the destination’s positioning. The methodology applied combined analysis and synthesis, the historical-logical method, induction, and a literature review, which allowed the identification of causes, symptoms, and effects of the problem, as well as the design of evidence-based solutions supported by academic research and best practices in tourism communication.

The findings reveal that limited coordination among local authorities, tourism service providers, and the community reduces communication resilience and intensifies risk perceptions. In response, the study proposes a strategic communication plan that integrates digital tools, crisis management protocols, and promotional campaigns aimed at enhancing the online reputation of the destination. Such measures are expected to restore tourist trust, strengthen resilience, and consolidate Bahía Verde as a safe, sustainable, and competitive tourist destination.