Desarrollo de una línea base para un futuro Plan de Comunicación Estratégica para promover el turismo del cantón Portovelo en circunstancias críticas como las provocadas por la COVID-19.

Abstract

This research was oriented by the general objective of developing essential elements of a baseline a future strategic communication plan aimed at promoting the Portovelo canton in circumstances such as those caused by Covid-19, based on this situacional analysis from a qualitative approach. To achieve this, various research techniques were used, among them, the semi-structured interview with the heads of the Communication Department of the GAD and the president of the Portovelo Tourism Association. The documentary review and observation were also carried out, and the strengths, opportunities, weaknesses and threats that the canton has could be identified to proceed to carry out the baseline of the communication strategy for the Portoveloat promoting tourism in the site. The results of this study specified that Portovelo does not have a strategic plan, the actions they have taken to promote tourism have not been enough, since they have not been carried out consecutively or strategically, the content that has been published in the communication channels of both institutions has been very improvised. Regarding the infrastructure of the site, the conditions of some tourist places are not optimal.