Resumen

PANCORBO SANDOVAL, José Armando et al. Challenges and strategies for the development of business tourism in Ecuadorian cities. Revista San Gregorio [online]. 2019, n.35, pp.29-50. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v1i35.1123.

The nature and sun and beach market segments have so far been the axis of Ecuadorian tourism activity, ignoring trends that indicate that business tourism is the fastest growing in recent years. The MICE Travel Report study of 2018, prepared by IBTM Americas, showed that MICE trips to Latin America grew by 56% in the last five years, including countries with no tradition in this segment such as Ecuador. The strategic role of business tourism as a driving force for regional economies in Ecuadorian cities is assessed from the analysis of the case of the city of Santo Domingo de los Tsahalis, a purely commercial city, with an enviable geographical location and natural attractions that could give support for a MICE tourism destination. The present study evaluates the relevance of this segment of the tourism market and the competitive advantages that a destination can achieve by diversifying its offer, focusing its efforts towards meeting tourism.

Palabras clave : Business tourism; marketing; Smart city; strategies; tourism market segment.

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