Fonte: El Periplo Sustentable; Núm. 41 (2021): Número Cuarenta y uno; 83 - 109
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Resumo: This article aims to study tourism supply and demand as determining factors in the marketing of tourism products in the destination Manta, Ecuador affected by the earthquake of April 16, 2016 and recently by the coronavirus (COVID-19), which originated from March 16, 2020, to decree the state of exception in Ecuador in order to contain the transmission of the virus. The methodology begins with the study of the tourist offer that allows identifying the problems that affect the business sector. A questionnaire is used to collect data, shared online through google forms, which establishes the objective of identifying problems in the tourism business sector in the face of the crisis caused by COVID-19, in the search for incentives and possible marketing strategies. The questionnaire was answered by 272 managers of tourist establishments, which represent 48% of the total tourist plant registered in the cadasters; the information was processed in the statistical program SPSS version 23. Subsequently, the demand study was carried out to identify the tourist motivations that promote the trip and assess the behavior in the consumption of tourist products and services. The segmentation showed two clusters: cultural-archaeological tourism and sun and beach tourism, which show significant differences in the motivations of the trip, the relationship with the product or service, destination evaluation and loyalty. The results show various relationships as main marketing strategies, oriented on the one hand to actions of the authorities, to improve the city's tourism management model and actions of the sector, to the improvement of health and biosecurity processes in the tourist establishments, lower service rates, promotion on social networks and the migration of companies to online models.
