Sense of Belonging and Awareness of Cultural Resources Keys for a Successful Tourism Marketing Plan

By: Estefania Basurto   Xavier Basurto   Pedro Quijije  

The tourism sector has shown continuous economic growth in the past decades mainly due to the improvement of the accessibility, strong awareness campaigns through conventional media and social media, lower price in airline tickets, globalization, etc. Several studies demonstrate that the increase of tourism activity has enhanced the economy of both developed and emerging destinations, when at the same time has helped to preserve the their cultural assets. However this study pretends to prove that the success of a marketing plan and ultimately the increase of visitors in a destination is highly dependent on the sense of belonging and awareness of the cultural resources of the members of the host community. Hence, this study focuses on the cultural assets of the destination both tangible and intangible, and how the awareness of such and the sense of belonging could favors both the preservation of the cultural resources and the successful of a tourism marketing plan, taking as example the destination of Manta – Ecuador. The method design for this study is mixed, with qualitative component followed by a quantitative component allowing triangulation of the results.

Sense of Belonging, Cultural Assets, Empowerment, Marketing
Identity and Belonging
Paper Presentation in a Themed Session

Estefania Basurto

Professor, Hospitality and Tourism, Universidad Laica Eloy Alfaro de Manabi, Ecuador

Xavier Basurto

Professor, Universidad Laica Eloy Alfaro de Manabi, Ecuador

Pedro Quijije