Propuesta de segmentación y uso de atractivos dark para la diversificación de la oferta turística de Guayaquil.

Abstract

This thesis is a study about “Dark tourism” in Guayaquil as a new project to increase tourism in the city, which is based on visiting historical and old places associated with the purpose to diversify local activities and attractions. It identifies seven places in the city which could be consider as "Dark attractions" with the help of historical data and depth interviews in the private and public sector to know the present situation of the business. On the other hand, based on a market research there is an interest in tourists to get involved in such activities, the study found out that suppliers as bus drivers or tourist guides feel comfortable with the new trend if they have security during the trips and are allowed to operate at those times and places. It concludes with the proposal to create new attractions and road trips including "Dark tourism" considering the implementation of signs on the streets and a good marketing strategy.