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

Abstract

The Puerto Nuevo community is located in the south-central rural area of the Manabí province. It is distinguished by its ocean-view boardwalk, serene beaches, traditional festivals, and gastronomy. These attributes, along with the high-quality lifestyle of its inhabitants, create a setting with great potential for the development of community and nature tourism. Despite its tourism potential, it is not adequately recognized or promoted. The stakeholders involved are the ones who must ensure that this community stands out in all areas of tourism. They are the ones who should promote it and ensure that everyone takes home a beautiful souvenir from Puerto Nuevo. The destination suffers from a lack of training and promotion, which affects tourism development. However, the research seeks to answer questions about how to foster tourism development to improve Puerto Nuevo, as it proposes several effective strategies to attract tourists and improve the perception of the destination.