Análisis de la percepción ciudadana sobre el uso turístico del Malecón 2000 para la propuesta de estrategias de comunicación.

Abstract

The present research aims to analyze citizen perceptions regarding the tourist use of he Malecón 2000 in order to design effective communication strategies that promote tourism in the área. A mixed methodology, that is, qualitative and quantitative, was used, using a survey technique. The sample consisted of 386 visitors. The main results were: 69% of visitors visited monthy, 22% weekly, for a total frequency of 91%. Likewise, 66% of the media used digital means, and 21% used the internet. 87% Focused on modernity, where visitors learned about events at the Malecón. Among the activities the engaged in were walking and touring (55%) and dining with family (25%), totaling 80% of the activities carried out. Finally, 48% rated safety as average. Therefore, it is concluded that the Malecón 2000 is a popular torurist site for both nationals and foreigners. However, strategies to encourage tourism, enhancing security, and implementing unconventional activities are needed, which will help enhance this beautiful site.