“Códigos emocionales para posicionar los atractivos turísticos del cantón Guano”

Abstract

The present work of curricular integration is about emotional codes and how they influence the positioning of the different tourist attractions of the Guano canton, which had as its general objective to design a neuromarketing plan through a market study, developing efficient positioning strategies in order to increase tourism and the experience of visiting these places. Starting with the collection of information related to neuromarketing, emotional codes, and positioning of tourist attractions with wide bibliographic support. The research methodology used a qualitative, quantitative, and mixed approach, making use of data collection techniques such as the survey directed to the PEA of Guano and people who visit the place, as well as direct observation. With a cross-sectional, correlational, non-experimental, documentary, and field research design. The research methods used were deductive, inductive, analytical, and synthetic. It is noted that several tourist attractions have reduced their recognition, and others lack recognition due to the lack of permanent communicative actions that show the location of the different attractions. The proposal is developed with situational analysis allowing the discovery of internal and external factors that directly or indirectly influence the Guano, using tools such as eye tracking, analysis of emotional codes discovered, SWOT matrix, strategic SWOT, statistical analysis of fixation time results, total fixation, route maps, and heat maps. Finally, neuromarketing strategies focused on emotional codes based on principles such as happiness, curiosity, security, and attraction were developed based on the bibliographic and field information collected. It is recommended to use the proposed hybrid persuasive-positioning model, aligned with the objectives of the canton's GAD with respect to the tourist attractions it offers.