Análisis de las estrategias de promoción implementadas para posicionar a Galápagos como destino turístico sostenible y ecológico.

Abstract

The present degree work was carried out under the Complexive Exam modality, and has the purpose of Analyzing the Promotion Strategies Implemented to Position Galapagos as an Ecological and Sustainable Tourist Destination. Galapagos is a world-renowned place, it was declared a Natural World Heritage Site by UNESCO, and in relation to the tourism industry, it has maintained its market share; however, trends and preferences in this sector have varied, leaning more and more towards environmentally responsible tourism. Therefore, Galapagos currently has a much broader opportunity in the market, and it is important to analyze the actions taken within the aforementioned approach. In order to obtain the necessary information that allows to have a close knowledge of the reality of the place studied, in-depth interviews were carried out with key actors to determine the perception in relation to the current situation and the impact of the marketing strategies developed. The results obtained and analyzed in this work suggest that the communication plan has not been effective enough, and specific strategies have not been implemented for the Galapagos Islands promoting them as an ecological destination in the market, thus generating confusion regarding the product. That is offered, without achieving a strong and successful positioning. The importance of creating a Galapagos brand was also analyzed that allows effective distinction in the target market, according to the guidelines of the current model of ecological and sustainable tourism.