LA IMAGEN DEL DESTINO TURÍSTICO COMO HERRAMIENTA DE GESTIÓN. ESTUDIO APLICADO A LAS COMUNIDADES COSTERAS DEL GUAYAS

Abstract

The contribution that tourism has given to the economy, creates competition between touristic destinations, and generates the increase on tourism development through the investment on marketing. But in order to get the investments, it is necessary an analysis of the image, because it serves as a management tool, to get the attention from the tourists. After these descriptive investigation, it was important to make an analysis of the components that shapes the image, and that creates the touristic motivation, whether through cognitive or emotional attributes. Subsequently, the primary techniques, interviews and surveys, were used to analyze what the experts and tourists thought about community tourism, which is an innovative way to attract tourists in the province of Guayas. The obtained data explains that tourists consider that communities from the coast of Guayas themselves are attractive for tourism, but now the media have not been blamed for spreading the theme of community tourism.