Tourism Marketing with a sustainable vision, proposal to increase visitors to the suspended Aero route Guayaquil-Duran 2023

Abstract

ABSTRACT

The suspended Guayaquil-Durán Aero highway is immersed in a challenging context that compromises its development as a sustainable tourist destination. Despite having promising attributes, various problems have arisen, negatively impacting its ability to attract visitors effectively. The research objective is to propose tourism marketing strategies that allow a sustainable vision, in order to increase visitors to the area of ​​influence of the suspended Aero highway in the Guayaquil-Duran canton. The analysis is based on a descriptive approach that is combined with a quantitative perspective, chosen due to the nature of the variables. This method focuses on characterizing the study group. In addition, the inductive method is used as a strategy to facilitate the development of reasoning. The lack of a prominent presence in appropriate promotional channels limits the dissemination of its attractions, directly affecting the interest and knowledge of potential visitors. The disconnection with medium tourist principles such as hotels, travel agencies and airlines does not allow the growth of visits to this tourist place. The current tourist offer of the suspended Aero route also presents significant limitations. It must also be considered that diversity in the experiences offered limits its attractiveness for a wide range of visitors. It must also be considered that it is a means of transport that is not being exploited during peak times of other means, which would give it an advantage with a preferential value. at those times.

Keywords:

Tourism marketing, Sustainability, Sustainable tourism, Sustainable development, Suspended Aero track.