Propuesta estratégica de comunicación para potenciar los atractivos turísticos del cantón San Miguel, provincia de Bolívar, período 2016 – 2017

Abstract

This study is based on a communication strategy to promote tourist attractions in San Miguel, which is a Canton located in the province of Bolivar, in order to boost the tourist activity within it, benefiting its inhabitants. A market study was carried out to diagnose the tourist situation within the Canton, registration cards of the tourist sites and FODA matrix; the information obtained through the research managed to clearly expose the social, economic and environmental benefits of the studied area, determining shortcomings such as the lack of diffusion of the tourist attractions, lack of hotel and food infrastructure and the destruction of the natural habitat of several spices of flora and fauna all these allowed to establish the guidelines in which the proposal was developed that consists of strategies to improve the organization and the promotion of tourism, to enhance the image of tourist destinations, an optimal communication, among others developed within the present work. It was concluded that the tourist attractions of greater affluence are the Lourdes Virgin Grotto Virgin, the miraculous waterfall of Balsapamba, the forest of myrtles and the protective forest Cashca Totoras. Currently, most attractions need to be structurally improved; the development of the strategic plan of communication allows establishing the strategies that promote the tourist development of the area. Finally, it is recommended to constantly update tourist information, improve the level of satisfaction of tourists, seek the participation of the inhabitants and carry out checks on the strategies applied.