Diseño de estrategias para la reactivación del Malecón 2000 en la ciudad de Guayaquil.

Abstract

This research aimed to design strategies for the reactivation of “Malecón 2000” through a market study that would consolidate it as a competitive and sustainable tourism product. The study was based on management models and theories applied to the tourism sector, as well as an analysis of the current situation of the place in terms of infrastructure, management processes, activity offerings, and demand behavior. The results show that the site maintains a high visitor flow, mainly composed of residents and family groups, with a generally positive perception regarding safety and cleanliness. However, opportunities for improvement were identified in the modernization of recreational areas, the diversification of cultural activities, and the strengthening of sustainable practices. In response, four strategies were proposed: infrastructure optimization, diversification of cultural and recreational offerings, enhancement of communication and targeted promotion, and implementation of sustainable environmental actions. These proposals were structured within an action plan detailing activities, responsibilities, timelines, and required resources to ensure their feasibility. The reactivation of “Malecón 2000” requires a comprehensive approach focused on improving visitor experience, strengthening management practices, and consolidating its positioning as a sustainable urban, cultural, and tourism space in the city of Guayaquil.