Estrategias de marketing y consumo sostenible en la industria del turismo: Azogues-Ecuador

Abstract

Tourism is a global socioeconomic force that also represents a growing environmental threat. Sustainability is not a distinct type of tourism but an essential condition for all its forms. This work investigates marketing strategies and sustainable consumption in the tourism industry of Azogues, Ecuador, and proposes management tools to promote sustainable tourism. It draws on theories related to consumer behavior, sustainability, corporate social responsibility, the circular economy, shared value creation, and value co-creation. The theoretical review identifies several key strategies: personalized emotional experiences, sustainable and educational tourism, corporate social responsibility (CSR), inclusive tourism and agritourism, shared value in tourism, collaboration for value, and sustainable and responsible marketing. The study emphasizes integrating sustainability into marketing strategies, promoting responsible business practices, and protecting the environment. The research analyzes the potential for tourism development in Azogues following the COVID-19 pandemic, highlighting that implementing sustainable practices in small and medium-sized enterprises can drive economic recovery, benefiting both ecosystems and local communities. Finally, it concludes that sustainable tourism can be a viable path for the region's economic development if ecological marketing strategies and a balanced management of environmental, social, and economic aspects are applied. Recommendations include creating differentiated tourism products, the efficient use of natural resources, and community involvement in tourism development.

Keywords: sustainable tourism, ecological marketing, sustainable consumption, Ecuador, corporate social responsibility