Plan de marketing para el desarrollo turístico de la parroquia Morales, Portovelo.

Abstract

This research work aims to promote the tourist attractions of the Morales parish, located in the canton of Portovelo, through the creation of a marketing plan focused on digital BTL strategies. Through this plan, we seek to increase the visibility of the parish at the provincial level and contribute to the sustained growth of tourism, which will have a positive impact on the local economy. The study employs a mixed methodological approach, combining qualitative and quantitative techniques. The qualitative analysis provides an understanding of the local tourism context, while the quantitative approach, based on surveys and interviews, provides data on the preferences and needs of both tourists and the local community. The application of the inductivedeductive method facilitates the development of strategies that respond to the specific characteristics and challenges of the parish. Among the most relevant results, the potential of Morales' tourist attractions, such as the Petroglyphs of Nudillo, the Gramalote Waterfall and the Morales Church, is highlighted, although areas for improvement in infrastructure and accessibility are also identified. The proposed marketing strategies, which include the use of social networks, a digital magazine and a website, have proven to be effective in increasing tourism interest in the parish.