Edited by: Tecnológico Superior Corporativo

Edwards Deming

January - March Vol. 6 - 2 - 2023

https://revista-edwardsdeming.com/index.php/es

e-ISSN: 2576-0971

Received: December 18, 2022

Approved: May 07, 2023

Page 87-99

The importance of tourism marketing for

strengthening the strategic capabilities of the

Salitre canton in the province of Guayas.

La importancia del marketing turístico para el

fortalecimiento de las capacidades estratégicas del cantón

Salitre provincia del Guayas

Karla Maribel Ortiz Chimbo

Roberto Andrés García Viteri

Rubén Ernesto Sánchez Macías

Carlos Feliciano Vivas Lucas

ABSTRACT

The objective of this document is to analyze the different

opportunities for small and medium tourism enterprises in

Ecuador to develop environmentally conscious tourism

economic activities based on the principle of sustainability.

The research method is descriptive and focused on

different subtopics around marketing, tourism and

sustainability. Finally, it is concluded that tourism marketing

is a very good option, especially for developing countries

such as Ecuador, to promote their natural resources and

the ecological beauty of their territory as a source of

income and a way to boost economic development.

Keywords: tourism; sustainable development; marketing;

consumers; small and medium-sized enterprises

RESUMEN

El objetivo del presente documento es realizar un análisis

acerca de las diferentes oportunidades de las pequeñas y

medianas empresas turísticas en el Ecuador para que estas

* MBA Profesora de la Facultad de Ciencias Administrativas, Coordinadora de

Gestión de personal académico de la Universidad de Guayaquil. Karla.Ortiz

Ch@ug.edu.ec, https://orcid.org/0000-0002-6096-9628

MBA Profesor de la Facultad de Ingeniería Industrial de la Universidad de

Guayaquil. Roberto.GarcíaV@ug.edu.ec, https://orcid.org/0000-0001-6722-

244X

MBA Profesor de la Facultad de Ciencias Químicas de la Universidad de

Guayaquil. Rubén. SánchezM@ug.edu.ec, https://orcid.org/0000-0001-8596-

0614

MSc. Profesor de la Facultad de Ciencias Matemáticas de la Universidad de

Guayaquil Carlos.VivasL@ug.edu.ec, https://orcid.org/0000-0003-2882-2754

Edwards Deming Corporate Technology - July - September Vol. 6 - 2 - 2023 https://revista-edwardsdeming.com/index.php/es

e-ISSN: 2576-0971

a partir del principio de la sostenibilidad desarrollen

actividades económicas turísticas con conciencia

medioambiental. El método de investigación es de tipo

descriptivo que se ha focalizado en diferentes subtemas

alrededor del marketing, el turismo y la sostenibilidad.

Finalmente se concluye que el marketing turístico es una

muy buena opción sobre todo para los países en vías de

desarrollo como el Ecuador para potencializar sus recursos

naturales y la belleza ecológica propia de su territorio

como una fuente de ingresos y una manera de impulsar el

desarrollo económico.

Palabras clave: Turismo; desarrollo sostenible;

marketing; consumidores; pequeñas y medianas empresas

INTRODUCTION

The purpose is to conduct a study of historical data based on the management of

economic and administrative resources to determine the performance of the businesses

before the pandemic began, during the mandatory quarantine and after it to determine

what types of technological tools of the ICT MARKETING group contribute to the

reactivation of these businesses affected by the pandemic.

The results of excessive market saturation due to globalization and the demanding tastes

of consumers force organizations to use different and effective methodologies in order

to satisfy the requirements of consumers and to know in depth the market in which they

are operating.

On the one hand, competitiveness, while on the other hand the global economic crisis

has allowed marketing to have a much wider field of action, while it has gained special

importance for the level of precision it can have in terms of identifying preferences,

tastes, among others, which allows to have in marketing practices a platform that drives

business actions and catapults the market action.

In this section the key concepts, topologies or characteristics of the elements that make

up the topic are developed for the understanding of the same. Among the variables to

be considered is the concept of microenterprise with its characteristics, the concept of

marketing along with the different types that exist, delving more into digital marketing

among other aspects that will be based on references of authors who have previously

developed similar topics.

Marketing is a word widely recognized by anyone, but often misunderstood. People

when they hear this word immediately think they know what it is, but the actual meaning

of marketing is not something that a group of people can easily agree on.

Marketing refers to the activities that a business or company undertakes to promote

and provide greater outreach for the purchase or sale of a product or service. Marketing

includes advertising, selling and delivering products to diners or other businesses that

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require a service or product. Part of marketing is done by affiliates on behalf of a

company. (Gemela, 2021)

Individuals working in the marketing and promotion departments within a firm or

company seek to attract the attention of key potential audiences at all costs through

advertising. Promotions are targeted to certain audiences and may include celebrity

endorsements, catchy phrases or slogans, memorable packaging or graphic designs, and

general media exposure.

It is a group of digital technology tools which help to contribute to marketing actions

that are directed to the continuous improvement of customer relationships. Its

beginnings date back to the creation of web pages, considering it as a promotional

channel for companies, and with technological progress and globalization, the tools were

complemented with Social Media in which platforms such as social networks and blogs

are found.

Due to the great boom that arose as a result of digital platforms, digital marketing has

been consolidated in new dimensions and is currently one of the most indispensable

tools for companies. Thanks to the large percentage of internet use and digital

communication platforms technologies are increasingly embracing the digitization of

goods and services. (Torres, 2017)

The new context that is being experienced in Ecuador due to the effects of the pandemic

produced by Covid-19 has forced thousands of companies to adapt in a dizzying way to

the digital change, being currently the commercial engine of different industries, which

without fully understanding the great benefits and opportunities offered by the virtual

ecosystem have jumped on the technological bandwagon.

During the past year, digital transactions in Ecuador increased from 2% to 10%, with the

cities of Quito and Guayaquil being the most influential, accounting for more than 30%

of total e-commerce.

Advertising investment has also shown growth, reaching a value of more than $90 million

on Facebook, Instagram, LinkedIn, YouTube and Twitter among the more than 14 million

people who have social networks in our country. (El Comercio, 2021).

In order to measure the interest of digital marketing in Ecuador, the electronic tool

Google trends was used, which shows the results obtained from February 7, 2021 to

January 29, 2022.

Main phases in TIC Marketing.

#1. Communicate to the consumer:

It is the most important phase in ICT marketing to be able to communicate to the

consumer the product or service we offer. From the benefits and attributes to the target

market.

Therefore, we can say that when we communicate with the consumer we use different

media. Among them are: advertisements, commercials, web pages, applications, among

others. At this stage we can see the importance of the media and new technologies.

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The highlight of this phase is to determine the type of customer we have and take

advantage of all the ICT tools that will facilitate access to them.

#2. Evaluate competitive advantages:

Often, the information available ends up affecting the quality of the decisions reached

for TIC marketing. Because it is often not possible to make them correctly because the

necessary data is not available. Even if they are available, they are not useful or there is

not enough time to analyze them.

For this reason, companies today are opting for the implementation of different tools or

strategies to help them achieve their objectives. To take advantage of competitive

advantages over the competition. This clearly explains the fundamental role that ICT

marketing and its tools play in decision making.

#3. Increase contacts:

The implementation of ICTs is making it possible for companies to make themselves

known to a market with a significant number of potential customers. Thus gaining access

to important benefits without having to make a large investment and with an unbeatable

advertising support.

In addition to an interesting sales opportunity, digital platforms are an excellent business

and networking opportunity for ICT marketing.

Taking advantage of the boom in social networks, organizations can easily contact other

professionals and suppliers interested in their activity. Likewise, they can interact in real

time with customers or announce their news. This is why they add value to companies.

#4. Adapt sales strategies:

In this phase, many companies adopt the idea of e-commerce in which they offer their

products in a virtual space. Offering the customer the possibility to buy without having

to leave home. In addition, this allows the company to reduce its costs, saving on

distribution.

ICT marketing experts know that the benefits are not only for the brand, consumers

also have greater security when making their purchases. Many are now adopting this way

of shopping as a habit, because it adds convenience to their busy lives.

It should be noted that some people use websites to scam people, offering products that

are never delivered. This is the origin of many electronic frauds. We know that for this

system to work it is important to have the knowledge and responsibility to involve new

technologies, so advances will continue to emerge to improve trade.

Neuromarketing is the application of neuroscience and technology to marketing whose

objective is to know and understand that people pay attention to different stimuli. The

purpose is to explain people's behavior as a function of neural activity.

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In our society today, the large presence of advertising is perfectly normal as people are

targeted in many ways, and often in increasingly disturbing and sometimes less subtle

advertisements.

There may not be too many ads that are not doing that job and, ultimately, the coveted

item that was intended to sell remains on the shelf where it was. As the saying goes:

little likes and a lot of hassle. In that sense, are you trying to understand what people

like? This is where neuromarketing comes in. (MGlobal, 2017)

There are two basic methods for tracking the brain activity of prospects, each with its

pros and cons: functional magnetic resonance imaging (fMRI) and

electroencephalography (EEG). The use of fMRI involves the use of a powerful magnet

to track blood flow in the brain as subjects respond to audio and visual signals.

This allows testers to access a deep part of the brain known as the "pleasure center,"

and marketers to learn how people actually respond to their advertising. The

disadvantages of fMRI are its price and its inconvenience. The equipment is very

expensive to operate (up to 20,000 pesos per machine per hour) and subjects must be

completely still in a large machine (Panamerica University, 2019).

The marketing mix is focused on analyzing and knowing a study variable, defending the

objectives that the company wants to achieve and its importance to include in its

strategies the 4Ps to determine the behavior and movement of markets and customers

or consumers.

Collecting a clear definition that provides correct data, so that companies increase their

sales and have a correct positioning within the market and thus not have a low level of

sales either by lack of resources, financing or knowledge.

(ESTAÚN, 2020) He points out that the 4Ps within the marketing mix are essential

because in this way we can better focus on continuous improvement and achieve the

objectives of the company. The 4Ps determine the price, product, promotion, place.

Price. - This is considered a very important factor for the attraction and loyalty of

customers since it determines the number of sales of a product or service.

Product. - It is the most important variable since it is the good or service that satisfies

the customer's need.

Promotion. - These are all the efforts made by the company to achieve a motor reach

and success of the product or service offered to the market.

Square. - Place where the business to be offered will be established.

It is a system integrated by data, processing software, statistical methods and graphic

representation aimed at producing useful information for decision making, through tools

that combine digital cartography, graphs and tables (2014).

Google Maps is a web platform and mobile and desktop app that allows you to explore

maps, find landmarks, points of interest and get directions from anywhere in the world.

One of its main advantages is that it offers three map view options: normal, satellite and

terrain in 2 and 3d; depending on the needs and preferences of each user.

Also, Google Maps gives the option to easily add new destinations to a route with a

single tap if the user needs a route with several stops.

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In addition to the computer, Google Maps is available for mobile devices through its

application, which is installed as standard on most smartphones and tablets that use the

Android operating system, so it can be used as a portable GPS. Similarly, in can be

downloaded completely free of charge from the app store on devices whose operating

system is iOS. (SEO Consultant MJ Cachón, 2021)

MATERIALS AND METHODS

(Simancas, 2015) states that "research methodology is about the design of the project,

it includes the type of study, the data collection techniques or tools, the universe,

population and sample, in addition to activity sheets, resources, sampling, etc."

For the realization of this research work, the methodological framework was

considered, since it is a very important point in the development taking into

consideration the following points: the type of research that is being carried out

according to the topic, procedures and tools for data collection because these are used

in order to interpret and analyze the data obtained.

In 2004 (Cortés Cortés M) comments that:

When conducting research and what approach to use, it is essential to visualize where

the project is going to lead. The types of studies are classified as exploratory, descriptive,

correlational and explanatory.

Given that the general objective of the research will be to analyze the impact of ICT

MARKETING on the economic and administrative reactivation of microenterprises in

the city of Guayaquil Postpandemia, a descriptive design will be chosen.

It is established that the research design will be field research since a survey will be

conducted among the microenterprises.

It should be denoted one that tourism marketing is not the same as destination

marketing, because the latter focuses solely on promoting a region or country by

developing specific products to attract the chosen target group of tourists, it is usually

carried out by public entities, while tourism marketing covers a slightly broader

spectrum, i.e. from the promotion of locations to each of the companies that are part

of the tourism sector such as hotels, restaurants, transportation companies, etc (Gracia,

2017).

Like any concept of relevance, tourism marketing has certain components that make it

stand out, one of them is the tangibility or intangibility of the service offered, for example

the first is reflected in the quality of the food or the hotel bed, i.e. the tourism product

in its natural form as offered by the company that promotes it; on the other hand,

intangibility is reflected in the tourist's expectations of the product he expects to enjoy,

which cannot be tested by the senses because it is only in his mind and imagination, this

causes consumers to have a certain degree of insecurity because they are not completely

sure of the benefit they are going to receive (Barra & Torres, 2011).

Another component is shelf life, considering the fact that this type of product cannot be

stored, shelf life would not be an aspect to worry about. On the other hand, there are

aggregability and substitutability, which represent a competitive advantage for tourism

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products considering that these are made up of the sum of several services which in turn

are quickly substitutable, which allows bringing up the heterogeneity component

(Arroyo, 2011).

It is also important to highlight individuality, simultaneity of both production and

consumption, subjectivity and seasonality, individuality refers to the fact that satisfaction

with the product received is personal and non-transferable, so it is different from one

person to another, simultaneity is reflected in the fact that the product is created at the

time it is consumed; subjectivity because it depends both on the conditions of the

company providing the service and the customers who receive it, and seasonality

because it depends on the weather, tourists' liquidity, vacation periods, among others

(Plumed, 2013).

RESULTS

Tourism marketing is an extremely important tool for countries, especially developing

countries, to be able to make known all the resources, places, gastronomy, sports,

among many other things that are available to tourists from different regions of the

world. It is transcendental that there is a coordinated work between the public and

private companies to be able to take better advantage of the tourist projects, because

in this way if the public sector is the promoter it will make a correct investment in a

place where it really deserves, and for the private company it can count on the facilities

that it requires to consolidate the project and make it sustainable in the time.

Ecuador is a country with a high potential in tourism that has not yet taken off, however,

the actions that have been carried out for more than ten years have allowed micro, small

and medium enterprises to consolidate their economic activities a little more and also

promote entrepreneurship for the creation of companies that offer products or services

whose production generates a high added value for tourists, especially in the area of

customer service.

DISCUSSION

The data obtained after conducting the surveys concluded that the use of ICT

MARKETING applied to microenterprises is viable, since it will allow microenterprise

development in both the economic and administrative areas.

By implementing a good digital tourism marketing strategy that meets the needs and line

of business, the microentrepreneur can achieve one of its main objectives which is the

attraction of new customers and in turn the growth in their income.

The high percentage of access to internet connection is a great advantage for the viability

and feasibility of the business as it helps the interconnection of electronic devices for

proper business use.

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