LA IMAGEN TURÍSTICA DEL ECUADOR COMO REQUISITO DESTINO DE EVENTOS DESDE LA VISIÓN DE LAS OPERADORAS

Abstract

Nowadays, before the existence of a high degree of competitiveness between the different tourist destinations, there exists the trend to implement innovative products to differ on the market. This receives special importance of the knowledge of the transmitted image. In this environment, one of the products that come developing of significant form it is the events, in which many of the principal international destinations are chosen by them to destine his efforts. Ecuador is not less and comes trying to develop the mentioned product of successful form; nevertheless, there has not been identified any study that tried to investigate the image and expectations that the sector has of the Country. The present investigation has a purpose that is to analyze the tourist image of the Ecuador as destination of events from the vision of receptive operators. For it, a descriptive methodology was used, by means of social survey (quantitative method) to operators of the cities of Quito, Guayaquil and Cuenca. The main conclusions are that the Ecuador possesses potential to be a destination of events and congresses but that likewise, it has failings that can be improved to future, obtaining a better image in the mind of the tourist.