Propuesta de caracterización del visitante del Área Nacional de Recreación Playas Villamil, para determinar el nivel de satisfacción respecto a la oferta de servicios presentes en la zona.

Abstract

General Villamil Playas canton is located 93km from Guayaquil, due to its proximity and extensive beach it is one of the most popular beach destinations for Guayaquil population, which was found in the field research conducted. The inhabitants of the canton consider the climate as the second best in the world; the main economic activity of the canton is fishing, however, many are engaged in tourism as a complementary activity for their income. Due to the popularity of the destination, it was considered important to carry out a study to analyze the current situation of the tourist activity, as well as to characterize the profile of the visitor arriving at the destination. As a result of the investigation it was detected that many visitors are satisfied with the attention provided in the destination, however, the inhabitants of the community agree that an improvement should be made in aspects such as infrastructure, customer service, among others. At the same time, an analysis was made of the strengths, opportunities, weaknesses and threats of the destination, where the strengths and weaknesses of the canton could be visualized; As a last point, based on all the information gathered, an Improvement Plan was designed in which projects that help to improve the tourist experience of tourists, and in turn favor the inhabitants of Playas.