Creación de estrategias de branding ecológico para incentivar el turismo de la playa san Gregorio del cantón Santa Rosa.

Abstract

The purpose of this study is to design ecological branding strategies to promote tourism in Playa San Gregorio in the canton of Santa Rosa, province of El Oro. It is argued that the lack of brand identity and tourism promotion limits its positioning as a sustainable destination. The research combines qualitative and quantitative approaches, using surveys, interviews, and ranking sheets to understand the perceptions of visitors, the community, and key stakeholders. The results show that the beach has remarkable natural and cultural potential but faces weaknesses in infrastructure, accessibility, and promotion strategies. Through SWOT analysis, opportunities are identified to consolidate a sustainable tourism brand that integrates social, economic, and environmental aspects. The proposal focuses on an action plan with values of conservation, community participation, and responsible promotion, seeking to project San Gregorio as a differentiated destination. In conclusion, ecological branding is an innovative tool that contributes to sustainable tourism development and the strengthening of local identity, encouraging both environmental conservation and community well-being.