Estrategias de promoción y comercialización del destino Ecuador en el mercado canadiense.

Abstract

Ecuador is a country of representative tourist attractions that enchant its visitors, who enjoy hospitality and perform various activities where their experiences are enriched. However, these characteristics are not properly disseminated outside the country in order to attract a greater number of tourists; In the case of the Canadian market, the promotion is low, so the percentage of visitors from that country is minimal. The Canadian tourist seeks culture, adventure and sports, and sun and beach, generating expenses of more than $ 800 per person with a stay of 11 days. The research was conducted by a quantitative approach and integrated the types of bibliographic, descriptive and exploratory research. To collect the information, a sample of the population of the city of Toronto was taken where a survey was applied through Google Forms. The results confirmed that the promotion of the Ecuador destination in Canada is scarce, a high percentage have not visited the country, the preferences of tourists have varied and they use social networks and digital marketing to receive tourist information and plan their vacations. Three tourism promotion and marketing strategies for Ecuador were established, concentrated in a campaign called Discover Ecuador aimed at the Canadian market. The strategies are based on content for social networks, a tourist website and a leaflet for sending by email. The designs used are based on showing the natural landscapes and the activities that can be carried out when visiting the country.