Perfil del guayaquileño de la “Generación Y” que realiza actividades recreativas en la ciudad. Propuesta de productos para este segmento.

Abstract

The main objective of this work of degree focuses on the proposal of tourism products suited to the needs and preferences of millennial Guayaquil citizens, who like to perform recreational activities within their city. For this reason, and in the first instance, the use of the survey tool was considered for the characterization of their profile as tourists in order to know their interests and their consumption behavior in particular. Also, the study analyzed the conditions of the recreational offer that exists in Guayaquil through the technique of direct observation and with the use of the methodology of “Ranking of Attractions and Generation of Tourist Spaces”, published by the Ministry of Tourism of Ecuador in 2017. Finally, it proceeded to develop the proposal of new and restructured products according to the characteristics of the most recognized tourist areas of the port city, after having led a focus group that allowed to know from first-hand the ideas provided by the Generation Y market segment for their local recreation satisfaction.