Periódico: Journal of Tourism and Heritage Research
Fonte: Journal of Tourism and Heritage Research; Vol 2 No 3 (2019): Journal of Tourism and Heritage Research; 373-380
Palavras-chave:
Resumo: Ecuador is a megadiverse country that has innumerable attractions due to its comparative advantages thanks to its location and multiple microclimates as well as the development of its own and deep-rooted culture, determining a high tourist potential which has been developed in different areas turning it into a multifunctional destination. In 2014, the 'All you need is Ecuador' campaign was launched internationally as part of the goal of turning the country into a tourist power. In the present communication the relevant aspects of the construction and diffusion of this campaign are detailed, evaluating conceptually the strategic implication of the campaign in the destination marketing application.
