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Marketing strategies for tourist destinations in the canton of Sucre

Abstract:

The canton of Sucre is located on the Ecuadorian coast in the province of Manabí with a population of 57,159 inhabitants. It has two urban parishes: Bahía de Caráquez and Leónidas Plaza, and two rural parishes: Charapotó and San Isidro that detail a myriad of natural and cultural attractions (Gobierno Autónomo Descentralizado Municipal del cantón Sucre, 2015). Turpo et al.(2022) diagnosed the current situation of visitor perception through market research of the Sucre tourist destination, given that in casual research a general reduction in the flow of tourists has been identified in the last year, considering that the Latin American level there has been an economic contraction that was exacerbated by external economic and social factors that limit its economic performance in the region and with it the sector of greater elasticity such as tourism (Economic Commission for Latin America and the Caribbean ECLAC, 2019). The regional economic situation was accentuated by the global economic, social and health crisis caused by the Covid-19 coronavirus pandemic in the first quarter of 2020. The World Health Organization (WHO) has applied quarantine measures with mobility restrictions, including the closure of airports, terminals and, initially, the non-circulation of public spaces and the closure of services such as lodging, restaurants and others to stop the spread of the virus (World Health Organization [WHO], 2020). Tourism and catering companies at the end of 2019, did not imagine the critical moments they were going to live in 2020, the current situation, is fully illustrated, by the statements of the president of the chambers of tourism of Ecuador …