Implementación de campaña comunicacional para el impulso turístico del cantón Arenillas, provincia de El Oro, Ecuador

Abstract

This paper is a proposal of implementation of the “Communication Campaign” of the promotion of tourism in the Municipality of Arenillas, in the province of El Oro, Ecuador. As a border area it is perfectly located for the formation of sustainable tourism, but as of yet it does not have the structure for an overall sustainable plan. The execution of this study considers 2 parts: logistically by diagnosing the actual present situation, and secondly the need for strategies to develop the promotion of ecotourism that comes from the municipal government.

The area of this study has concentrated on four strategic axes, detailed as strategic places within the municipality, including: Port Pitahaya, Riberbank, The Rural Passage, and El Blanco Falls. The previous is backed by the development of the image “City Brand Name” under the slogan “Follow the Current, Tourism Arenillas.