Análisis de la influencia de las estrategias de marketing enfocadas al comportamiento del consumidor turístico hacia las Islas Galápagos, en el período 2022

Abstract

The objective of this academic article is to analyze the influence of promotional marketing strategies on the consumer behavior of tourists in the Galápagos Islands during the year 2022. The analysis aims to identify which promotional strategies effectively resonated with the public, leading to an increase in the destination's visitor levels compared to previous years and consequently generating greater revenue for both the country and the archipelago. For this study, a methodology based on descriptive, explanatory, and inductive-deductive research was employed. This methodology was applied to a sample of 36 travel agencies that had generated high sales volumes for the aforementioned destination. The conclusion drawn is that the promotional strategies used were effective in connecting with the public because they utilized communication channels that built consumer trust. Furthermore, they provided detailed information and imagery that captured the essence of the Galápagos Islands, successfully connecting with the customer's emotions and resulting in an increase in the number of tourists for the 2022 period.