Análisis del nivel de satisfacción de los visitantes de Puerto Santa Ana en la ciudad de Guayaquil para el diseño de estrategias de mejora.

Abstract

The main objective of this research project is to analyze the satisfaction of tourists visiting Puerto Santa Ana in the city of Guayaquil, in order to identify areas for improvement and propose strategies that contribute to enhance the tourist experience in this area. In order to achieve this, a study was carried out that combined surveys applied to tourists and interviews with local business managers. The visitor surveys captured their perceptions, opinions and levels of satisfaction with various aspects of their visit to Puerto Santa Ana. While, interviews with business managers provided valuable information on services offered, interactions with tourists, and internal perceptions of customer satisfaction. The results obtained in this study provide a comprehensive overview of the tourism experience and satisfaction in Puerto Santa Ana, highlighting strengths as well as areas for improvement. Based on these results, specific strategies are proposed that address the identified deficiencies, these strategies are designed to improve the quality of tourist satisfaction. This project not only contributes to knowledge about tourist satisfaction, but also provides key stakeholders with informed guidance for implementing concrete improvements.