Estrategias de promoción para la reactivación del destino General Villamil Playas

Abstract

General Villamil Playas has significant tourism potential; however, its image has been limited by a lack of strategic promotion, which has resulted in low differentiation from other coastal destinations and limited tourism activity, especially in the low season. Given this situation, the project aims to strengthen the tourism revival of the destination by analyzing its tourism context and current and potential demand behavior. To this end, qualitative and quantitative methods were applied, such as interviews and surveys to analyze demand; a documentary review of the tourism offer, existing promotion of the canton, and benchmarking with similar destinations. The findings showed that Playas is perceived as a sun and beach destination associated with relaxation and gastronomy, with a niche market interested in sports, cultural, and recreational activities. However, current and potential demand coincide in the need for clear and accessible tourist information that allows for a better understanding of the destination's attractions, experiences, and offerings. In conclusion, the study shows that proper promotion is key to strengthening the destination's image, positioning, and competitiveness in a way that contributes to the canton's tourism recovery. Keywords: Destination image, tourism marketing, benchmarking, tourism demand, competitiveness.