Estrategias comunicacionales para reactivar el turismo empleadas por el Gad de Baños período 2019-2020.

The present research work titled Communicational strategies to reactivate tourism employed by the (GAD) Decentralized Autonomous Municipal Government of Baños period 2019-2022, has as main objective to identify the strategies used and at the same time show the importance that allow promoting the different tourist activities that this canton has in an efficient and effective way for the benefit of the same. Therefore, in order to achieve and develop the objectives, a mixed approach research was carried out, that is to say, both quantitative and qualitative, using techniques such as the survey and the interview. These were applied to local tourism entrepreneurs as well as to two experts on the subject, and in this way results were obtained, giving answers to the effectiveness of communication strategies in the short or long term in different ways depending on the place, i.e., public and private entrepreneurs. In summary, communication strategies play an important role in the different areas of society, fulfilling a specific objective in each of the strategies that are proposed. Thus, in the canton of Baños de Agua Santa it has been possible to influence through various tactics to increase the visibility, image and therefore the biosecurity that was essential for that time and would benefit the reactivation of tourism. In this way, it is deduced that tourism is a key industry for local and national economies, however, in recent years it has faced a series of significant challenges due to certain factors, but the point that has stood out the most is the Covid-19 pandemic and among them the most recent ones such as climate change and global competition. For this reason, in order to reactivate tourism, it is essential to develop effective communication strategies that promote destinations and attract visitors.

• Autor Principal: Quinatoa Quinatoa, Carmen Silvana (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2025
• Subjects: Estrategias; Comunicación; Reactivación; Baños de Agua Santa
• Acceso en liña: http://dspace.unach.edu.ec/handle/51000/15619