Determinación de los comportamientos del consumo turístico para la innovación de productos y servicios en destinos de sol y playa del centro norte de Manabí

The study aimed to establish the behaviors of tourist consumption for the innovation of products and services in sun and beach destinations in the north center of Manabí. For its development, three phases were established: in the first, the most visited tourist products and services on the beaches were identified. For this, techniques such as documentary analysis and interviews were applied, highlighting that tourists feel motivated to visit these destinations. Through the SWOT matrix, the informality of tourist services and their lack of professionalization could be evidenced, as well as the deficiency in basic services. In the second, the behaviors of tourist demand were determined by applying surveys, which yielded three profiles: the national, regional and international tourist who, due to their characteristics, were classified as jovial, fun, motivated by entertainment, risky sports and their attraction to nature and adventure, the relaxed natural expert in contemplating landscapes and appreciating good cuisine. Finally, four strategic lines were proposed: product or service, governance, culture and environment, and marketing and promotion. For this, 19 actions were necessary that will allow us to counteract the shortcomings found in the destinations, their duration is in the medium and long term. In short, the design of tourism products changes depending on the new interests of consumers, that is where innovation plays a determining role.

• Main Author: Ponce Espinoza, Kenia Dayana (author)
• Other Authors: Saldarriaga Velásquez, Angie Melany (author)
• Format: bachelorThesis
• Language: spa
• Published: 2023
• Subjects: Demanda turística; Destinos turísticos; Producto turístico; Innovación; Servicios turísticos
• Online Access: http://repositorio.espam.edu.ec/handle/42000/2239