Análisis de la percepción de la marca Durán como destino turístico en la ciudad de Guayaquil.

Abstract

present work proposes to analyze the perception of the Durán canton, evaluating it as a tourist brand focused at Guayaquil citizens. It will include four chapters, the first will analyze the problem, justification and general objectives, with a focus on three specific objectives that will help to have a more concrete idea of this study. Chapter II implies the conceptual foundation that includes the theoretical framework, where the most immersed topics that comprise the study will be developed. This chapter also includes the reference of studies related to the positioning of a town as a brand and a tourist destination. In Chapter III, the investigation of this case will be developed, it’s include information on the canton, places of interest, history, number of tourists that visit the canton annually and the most important points that stand out Durán will be collected. Additionally, in chapter VI, market research tools will be used in order to be able to measure under surveys and in depth interviews, the current degree of acceptance of this town and data of interest at the moment that a citizen has to choose a tourist attraction to visit.