Análisis de la potencialidad de la ciudad de Manta como destino de turismo gerontológico para el diseño de estrategias de posicionamiento.

Abstract

Gerontological tourism is one of the types of tourism that generates the highest per capita economic income within the sector, which is why this work aims to analyze the potential of the city of Manta to become a gerontological destination, through the analysis of the needs and specific characteristics of this age group, with the aim of developing and implementing positioning strategies that allow us to create a new map of tourist attractions that attract senior national and foreign tourists, taking into account factors such as their health status, mobility, purchasing power, availability of time during visits, among others, developing a new tourist hub on the Ecuadorian coast. The purpose of this research is to propose strategies that we can implement to turn Manta into a city that can welcome senior tourists focused on both the national and foreign markets, and the application of these can have a significant impact on attracting new tourists. By generating strategic alliances with cruise lines, an ecosystem of services is created around them, as it could guarantee a continuous flow of visitors, allowing for the necessary public and private investments to create an exclusive portfolio for foreign retirees. On the other hand, orienting services towards seniors, generating new options or expanding the existing offer, will enhance the economic development of the city, impacting the gastronomic, financial, health sectors, among others.