IDENTIFICACIÓN DE LOS FACTORES QUE MOTIVAN LA VISITA DE LOS TURISTAS DE LA CIUDAD DE GUAYAQUIL HACIA EL BALNEARIO DE SALINAS EN LA PENÍNSULA DE SANTA ELENA, ECUADOR

Abstract

The importance of tourism activity in Ecuador is becoming increasingly important and marketing, without a doubt is a fundamental part of it. The success of the marketing of tourist destinations should be guided in part by the motivations of the visitors, that is why the present study uses the model of push and pull factors, as a framework, to understand what physical factors pull visitors to the city of Guayaquil to choose the destination Salinas of the peninsula of Santa Elena for the modality of sun and beach tourism. The main objective of this research is to identify the physical factors or pull factors of the Salinas beach, which encourages visitors to the city of Guayaquil to choose it, in order to provide relevant information for the planning of tourist destinations, especially for segmentation of markets, design of promotional material and decision making process by public policy managers. The applied methodology has a mixed, qualitative approach because it conducted an interview with experts and on the other side quantitative by applying a questionnaire that measured 20 factors of 5 dimensions: service offer, natural characteristics, history and culture, accessibility and events and activities. Among the most relevant conclusions, it is found that Salinas is considered a safe destination by visitors and that it is also chosen for the offer of food and beverages, state of the access road from the city of Guayaquil and for its kindness natural.