Estrategias publicitarias para potenciar el turismo del cantón Palora

Abstract

The study "Communication system to boost tourism in the Palora Canton" diagnosed the impact that public dissemination of the tourist attractions of the Palora canton has had until now to reorient advertising strategies, using the Analytical-Synthetic Method, to characterize the variables and the Deductive Method, to abstract significant information from tourist surveys and interviews with state officials and advertising professionals, having as a background the defective aspects of the Communication System where there are few means of dissemination, lack of information in situ, signage, routes in poor condition, poor tourism infrastructure, prevalence of private dissemination (46.59 percent), propaganda of low social impact, the tourist potential of Palora (56.53 percent) is not perceived, 70.17 percent of the population of tourists are unaware of the existence of a page WEB of the Tourism Directorate of the Palora canton for l low promotion (28.98 percent) and inadequate information (36.70%) or outdated (16.76 percent).