Unidad Educativa Particular Javier Bachillerato En Ciencias

UNIDAD EDUCATIVA PARTICULAR JAVIER BACHILLERATO EN CIENCIAS

MONOGRAFÍA “ARE THE GOVERNMENT MARKETING EFFORTS EFFECTIVE TO ATTRACT THE INTERNAL TOURISM?”

ESTUDIANTE: JUAN PABLO ARÍZAGA MARISCAL.

ASESOR: LCDO. ORLANDO JOSÉ RODRIGUEZ.

TERCERO BGU - PARALELO B

2017 – 2018

ACKNOWLEDGEMENT.

First I want to thank God and Mother Dolorosa for giving me the family they have given me, because thanks to them I study in the school to which I belong and for them I have had the academic and disciplinary training that I get today. To my family who supported me from the beginning to the end of this extensive work that took us a long time to complete, they helped me with many important ideas to carry out this mission. If it had not been for the quality of teachers that I have this work would not have been possible, every hour class with each indication, each tutorial, everything served us to complete this work in a good way.

ABSTRACT My goal with this monograph is to make people aware of the importance of tourism and what it generates as an industry every year, to promote the campaign created by the government "all you need is Ecuador " a bit more and to highlight lesser known touristic places in Ecuador that probably many foreigners are not aware of. The more we help to promote the tourism, the better it is going to be for the country in many aspects such as the economy. I want to help my country to be recognized as an attractive touristic destination throughout the world. At the same time to increase awareness and support for the above mentioned places since they can manage to be very valued.

INDEX

Chapter I ...... ¡Error! Marcador no definido. 1.1. Definition ...... ¡Error! Marcador no definido. 1.1.1. Natural and cultural wealth ...... ¡Error! Marcador no definido. 1.2. Tourist Attractions...... ¡Error! Marcador no definido. 1.2.1. Iglesia de la compañía de Jesús ...... ¡Error! Marcador no definido. 1.2.2. Volcán Cotopaxi ...... ¡Error! Marcador no definido. 1.2.3. Nariz del diablo ...... ¡Error! Marcador no definido. 1.2.4. Baños ...... ¡Error! Marcador no definido. 1.2.5. Tena ...... ¡Error! Marcador no definido. 1.2.6. Montañita ...... ¡Error! Marcador no definido. 1.2.7. New Catedral of Cuenca ...... ¡Error! Marcador no definido. 1.2.8. Otavalo Market ...... ¡Error! Marcador no definido. 1.2.9. Iglesia San Francisco ...... ¡Error! Marcador no definido. Chapter II ...... ¡Error! Marcador no definido. 2.1. Tourist arrival statistics ...... ¡Error! Marcador no definido. 2.2. Countries with greater numbers of arrivals to Ecuador ..... ¡Error! Marcador no definido. 2.3. The beginnings of the campaign...... ¡Error! Marcador no definido. Chapter III ...... ¡Error! Marcador no definido. Conclusion ...... ¡Error! Marcador no definido.

Recomendation ...... ¡Error! Marcador no definido. Bibliography ………………………………………………………………………………… 25

INTRODUCTION

Ecuador is a diverse country with great wealth in its four regions. Ecuador has become a reference for tourism worldwide thanks to its innumerable landscapes and tourist destinations, and thanks to the support of the current country president and the tourism ministry in recent years tourism has been growing remarkably and it is known worldwide with its advertisement "ALL YOU NEED is Ecuador"

The Ministry of Tourism leads and regulate the tourist activity in Ecuador; in order to achieve a sustainable, conscientious and competitive development in this sector, exercising its roles of regulation, planning, management, promotion, diffusion and control. The strategies chosen by the country were to create the offer (Strategic Development Plan Tourism) and the demand (Comprehensive Tourism Marketing Plan of Ecuador).

Ecuador includes a wide range of tourist improvement programs, such as improving the quality of tourist destinations, improving services, training of tourist guides, creating new opportunities for inclusion of all citizens who are willing, and energized to work for the development of the country.

Given the remarkable growth of tourism, the country seeks to promote sustainability to ensure the benefit of communities, the environment and tourism companies, which have gained popularity in the world "Ecuador Power Tourism" and "ALL YOU NEED is Ecuador", seek increase the fame of the country's biodiversity to attract more tourists each year.

Thanks to these helpful advertising campaigns, the country could manage to increase its economy. But that really is nothing, there is still much to improve and to innovate in order to make the most of our large amount of natural resources. The country has recovered the railway lines that existed a long time ago; a big investment had to be made in order to fulfill that project.

CHAPTER I

MAIN TOURIST SITES OF ECUADOR.

1.1 Definition. 1.1.1 Natural and cultural wealth. Ecuador is a Latin-American country with rich cultural and historical attractions for tourists all around the world. The country has natural wonders with landscapes, tropical rainforests, volcanoes, beaches, islands etc. You can explore churches, on the nation’s capital Quito, with a rich cultural historic past or you can go rafting down the great Amazon River or you can walk through the Earth’s Equator, without a doubt all these are great sources of travel memories.

1.2 Tourist Attractions. 1.2.1 Iglesia de la compañía de Jesús. Located in downtown Quito the Church is perhaps the best known among the capital cathedrals. Built in the early 1600s, the churches designed in this epoch are considered a main example of Baroque architecture in the new world, the extensive use of gold throughout the central nave of the church is breathtaking. (Ministerio de Turismo del Ecuador, 2014)

1.2.2 Volcán Cotopaxi. It is the second highest volcano, reaching a height of 5.897 meters. The volcano has one of the few equatorial glaciers in the world, which starts at the height of 5.000 meters. Its snow covered peak is clearly visible from Quito. Cotopaxi is also one of the highest active volcanoes in the world. 1.2.3 Nariz del diablo. The Nariz Del Diablo, or Devil’s Nose describes the train line between the towns Alauisi and Sibambe, the track gets its name of the great cost of human lives that it took to

complete the train line. One of the greatest engineering projects ever undertaken in the Andes Mountains offers visitors panoramic views of the countryside. 1.2.4 Baños. The small city of Baños lies at the foot of the active volcano Tungurahua. Named after the hot springs fed by the thermal waters of the volcano, Baños is one of the most popular tourist spots in Ecuador. Baños is a favorite point for jungle tours, waterfalls cascading thousands of feet down deep river attract tourist as well. The Pailon Del Diablo waterfall where the Rio Verde and Rio Pastaza meet is the more impressive site. (Municipio de Guayaquil, 2015) 1.2.5 Tena. Situated in the Amazon rainforest region of Ecuador, for tourists Tena serves as a launching point for jungle adventures. Missionaries founded the town and a cinnamon industry helped the city survive. The Tena River joins with the Napo River, part of the Amazon, it’s one of the best places in the world for whitewater rafting and kayaking. 1.2.6 Montañita. Ecuador’s southern coastal region is world famous for its beach resorts, including the popular Montañita. Montañita town was a fishing village until the international surfing community discovered the marvelous areas for surfing conditions. Montañita is known for its nightlife as well, with nightclubs, bars and cafes to entertain locals and visitors alike. Also known as the Ecuadorian Vegas. 1.2.7 New Catedral of Cuenca. The colonial city of Cuenca is the third largest in Ecuador, popular for its year- round temperate climate.The New Cathedral of Cuenca is the city’s most recognizable land-mark. The construction of the church began in the late 1800’s and continued for nearly a century. 1.2.8 Otavalo Market. Part of the fun of traveling in Ecuador is exploring the handwork crafts by local artisans and there’s no better place to see and purchase local arts, crafts and clothing than at the markets in the small town of Otavalo. The city is known by the world over for the handwork of its people. (Municipio de Guayaquil, 2015) Every Saturday in the city’s Plaza de Ponchos, jewelry, wood and stone carvings as well as cloth are offered for sale. 1.2.9 Iglesia San Francisco. Located in Quito’s old town district the Iglesia y Monasterio The San Francisco features several masterpieces including a sculpture of a Holly Virgin by Legarda. Constructions for the church began in 1550 on land where the palace of the Incan ruler Atahualpa once stood. The church complex is huge, covering nearly two blocks and includes a great museum.

San Francisco church is considered one the most important cultural centers in Latin- America and is one of the main tourist attractions in Ecuador. 1.2.10 Galapagos Islands. The Galapagos Islands are the most important tourist attractions in Ecuador. Galapagos are world renowned for its unique ecosystem, which was the inspiration for Charles Darwin’s Theory of natural selection. Great tortoises, sea lions, penguins, marine iguanas and different birds species can all being seen and approached. Hopefully, strict controls on tourist access are maintained in an effort to protect the natural habits and all visitors must be accompanied by a national park certified naturalist tour guide. In some way, roles in Galapagos are switched that how it would be in a zoo. Now animals are free, with no limitations or boundaries while people are who must maintain respect inside their home.

CHAPTER II INTERNATIONAL CAMPAIGN “ALL YOU NEED IS ECUADOR”

2.1 Tourist arrival statistics. The promotional strategies executed for consolidating Ecuador as a world-class tourist destination have obtained excellent results. A total of 620.958 foreign tourists arrived to Ecuador between January and May of 2014; registering an increase of 16.3% in relation to the similar period of 2013. The main countries that have the greatest number of arrivals to Ecuador between January and April are: Colombia that continues leading the group with 161.965 tourists that equals to a 33.4% increase, United States with 99.823 arrivals with an increase of 21% and Peru with 70.220 tourists with an increase of 15%. (Llenera & Vera, 2011) In the last years, Ecuador has gained a very important recognition worldwide mainly because of important publications made by international organizations like CNN, The New York Times, US Today, Lonely Planet, World Travel Awards, etc.

2.2 Countries with greater numbers of arrivals to Ecuador.

“All You Need Is Ecuador” got active simultaneously on April 1st in 19 cities, 7 of them in Ecuador to position the country as an international scale tourist destination. The world saw 6 meters tall letters spelling the phrase “All You Need Is” in parks, squares and other tourist sites in France, Spain, Brazil, Colombia, United States, Chile, Germany, England, Peru, Mexico, Holland and Argentina. At the same time the letters spelling the word Ecuador were placed in some Ecuadorian cities such as Cuenca, Manta, Loja, Guayaquil, Tena, Galapagos and Quito. Each letter had a QR code linked to a website and a Hashtag for social media interaction and to spread the visibility of the initiative. (Ministerio de Turismo del Ecuador, 2016)

3.1 The beginnings of the campaign. Each of the letters spelling the slogan “All You Need Is Ecuador” were identified with an emblematic product of our country for example, chocolate, roses, orchids, handcrafts, Panama hats, etc. The letters and all the promotional actions were active around the world for ten days. The letter A was on the exterior part of the Durage station at Paris, France. The letter L was in the interior part of the Atocha station in Madrid, Spain. The letter L was in the Morumbi shopping mall at Sao Paulo, Brazil. The letter Y was inside the park El ViRey in Bogotá, Colombia. The letter O in Gansevoort Plaza in New York, USA. The letter U was inside the Boulevard of Park Arauco of Santiago, Chile. The letter N in Sony Center of Berlin, Germany. The letter E was in Victoria Station in London, England. The letter E was inside the park Salazar Larcomar of Lima, Peru. The letter D was in Paseo La Reforma of Mexico DF,Mexico. The letter I was in the Schiphol Airport in Amsterdam, Holland and the letter S was in Puerto Madero of Buenos Aires, Argentina. While the letter E was in the Plaza del Otorongo in Cuenca. The letter C in the beach of El Murcielago in Manta. The letter U was in the Plaza San Sebastian in Loja. The letter A in the esplanade IMAX of Guayaquil. The letter D was in Misahualli in Tena. The letter O was on the pier of Santa Cruz Island in Galapagos and the letter R in the Boulevard of the United Nations in Quito. On April 15th an aggressive campaign began with giant billboards placed on strategic sites to get the attention of tourists around the world. For example the international boarding lounges of Pearson airport in Toronto, Canada, the public transportation in Berlin, Germany, and different streets and squares in London, England and Milan, Italy, de Glorieta de Bilbao and the Gran Via in Madrid, Spain, the international airports of Washington D.C and New York, USA, the metro station in New York, USA, giant billboards on interstate highways at the entrance of the cities of New York and Chicago, USA. The promotional tourist campaign “All You Need Is Ecuador” was broadcasted in 14 countries around the world through 8 TV cable channels, social networks, newspapers and public billboards.

DISCOVERY, DISCOVERY HOME & HEALTH, NATIONAL GEOGRAPHIC, TNT, TLC, CNN, FOX, FX were the TV channels were the campaign “All You Need Is Ecuador” was broadcasted and reached the Latin America audience, (Mexico, Peru, Colombia, Chile, Argentina and Brazil). It was also in social networks such as Facebook, Twitter, YouTube and Google. It’s also in tourist specialized pages and magazines on airlines like Lufthansa, KLM, Iberia, Air France, LAN, Avianca and AeroMexico. In billboards and public screens on highways on the United States, Canada, Germany, England, Italy, France, and Holland. The internal tourist campaign “All You Need Is Ecuador” has been a hit, more than 400 million people have been impacted by it. (Ministerio de Turismo del Ecuador, 2016)

CHAPTER III MARKETING EFFORT’S EFFECTIVENESS TO ATTRACT INTERNAL TOURISM.

Internal tourism in Ecuador has quintupled in the lasts seven years. This statistic is the result of the government efforts to position the country as tourist potential attraction. After the first worldwide campaign “All You Need Is Ecuador”, campaign that aimed for the interest of the media, tourist operators and potential tourists as well.

In the last year the country has obtained awards and recognitions like never before. That shows the tourism like state policy, has been considered. The new “star” of the world tourism has participated in lots of international fairs, where its stand always receives awards. “the best destiny of the environmental tourism and wildlife of the world” , the country was designated in the fair World Travel Market in London, England over the base of the votes of all tourist operators and agents in the English tourism industry.

In the ceremony of the “Oscar” awards of tourism, The World Travel Awards celebrated in Doha, Qatar, Ecuador was awarded with the World award like the best green destiny of the world 2013. With the “Centro Historico Mejor Conservado De Latino America”, Quito was honored with the “Oscar” of tourism, The World Travel Awards 2013, in the category “Destinos Que Lideran Sudamerica”. The New York Times had designated the country like first destiny of Latin America and 7th of the world to visit in 2014. For Rainforest Alliance: “Ecuador is inn”. Sustainable Trip says that Ecuador is “The Place to Visit” the America magazine outside awards Cuenca like the best destiny of adventure 2014. Cuenca has also received recognition like the best retirement destiny during five years. The cruise train of Ecuador gets the award

“Wider World Project” or the best tourist product outside Europe, in London, by the union of English writers British Guild of Travel. Lonely Planet gives the country the first place on the “Top Five” of train trips in Latin America and the 4th place in the “Top Five” trips in train in the whole world. (Llenera & Vera, 2011)

Ecuador was officially declared the country of the orchids by the president to enforce the promotion and development of the environmental tourism. This year, with the whole world looking at Ecuador, we expect new recognitions that will also require huge changes in internal politics, beginning with the training of the new majors in tourism matters. It’s clear that we are going to overpass the historic increase of visitors. An increase of 7.4% in respect of last year registers the arrival of foreign tourists to Ecuador in 2013.

Ecuador deposits huge hopes and investments in the tourist sector which overpass the average of 4% of the world increase projected by the world tourist organization. However, Colombia continues at the top of the list of tourist to Ecuador with a quarter parts of the visitors followed by United States and Peru. There are other countries like Argentina that increased by 8% in comparison with last year mainly because of the improvement of the air flights and increase of the daily frequency between both countries. Practice that is stated as necessary for to be applied to other countries to achieve an increment getting volume and competitively. Part of this result is due to a systematic action of the FITE (Feria Internacional Del Turismo en el Ecuador) since 2002. (Ministerio de Turismo del Ecuador, 2016)

In 2014, with the IV Latin America congress of tourist cities, that will receive multiple delegations of countries with their majors, advisors, directors and tourist specialists as well as ministers of some of the countries that integrate the federation. The results of the FITE in its 12 years are eloquent: The arrival of more than 500 international buyers; a minimum of 100 million dollars foreign tourists flow ;more than 30.300 professionals of this sector have participated ;the arrival of more than 40 countries delegations; the international guests( buyers and press) have spent more than 15 million dollars in the city during their visit ;more than 400 foreign journalists and other 300 national have arrived to The FITE and made reports from Guayaquil and Ecuador to the whole world generating more than 10 million dollars.

Definitely, FITE (The International Tourist Fair in Ecuador) has been around the world, being part of the promotion and development of the tourism. In spite of all the government efforts to increase the internal and external tourism, there is a lot more to be achieved. Ecuador has to improve its infrastructure in hotels, tourist operators, agencies, airports, flight connections, etc. Similar to what happens in Salinas, the most visited beach by Ecuadorians, where there are no public bathrooms in the whole city. Similarly, in Montañita there is no drinking water, public bathrooms, wastewater services and the hotel infrastructure can be considered as poor and without all mentioned above basic services services.

In the national park of Cajas, Cuenca where you can see more than 300 lagoons at 4.000 meters height with the most beautiful environmental sights, there is no tourist infrastructure at all. We can say the same thing in the Amazon region, other beautiful beaches, and other cities in the whole country there is no tourist infrastructure at all. The tourist infrastructure is concentrated in the three main cities (Guayaquil, Quito, and Cuenca) and Galapagos. (Ministerio de Turismo, 2002)

During the lasts ten years there have been a lot of problems also with the people that were in charge of the ministry of tourism, people with good intentions but without the experience and expertise or maybe without the required knowledge on the area. Another problem is the private investment in this kind of infrastructure has been very low in comparison with other countries like Colombia and Peru, because of the political insecurity of these countries.

In 1990 the country got the headquarters of the Copa America tournament and 2004 the Miss Universe contest, both events with huge tourist expectations where a failure was due mainly because the inexperience of tourist operators and government policies. This inexperience paid a huge price to Ecuador on tourism all around the world.

To evaluate the Ecuadorian tourist system in detail would be an extensive task. In this analysis, it will be developed the need for checking partially the main reasons why tourism will produce huge amounts of wealth during the next decade. So if the international tourism represents a very relevant income of fresh foreign exchange, the internal tourism has enormous potential to produce currency movements especially in times where the flow of currency originated by the consumption of foreign tourist is low.

This dynamic is comparable with the practices that are used by another export sector, the banana exporters. This sector sells the product, the huge bananas with the highest weight will be just mainly for export, and the smaller ones will be for the internal market. In this case the remnant with low prices does not necessarily mean less quality when it is placed in the local market it will produce additional incomes. This situation in the past could have been a lost opportunity, but with this scheme the internal market will come as a great support for the exports. Internal tourism in Ecuador is concentrated in religious and historical holidays. New Year’s Eve, carnival, holy week, independence days and other religious dates are the main internal tourist flows in the year. Four days of carnival are one of the main holidays of the year that attract internal tourism that goes to the different part of the country, people go to the beaches, Ambato, Quito, Cuenca and Guayaquil. Holy week is the main religious holiday, it generates internal tourism all around the country especially in Quito and Guayaquil with demonstrations of faith with concentration of hundreds of thousands of people. An example of this is the procession of “Cristo Del Consuelo” in Guayaquil and the procession of “The Cucuruchos” in Quito. Another main

religion procession is “The Pase del Niño” on Cuenca the 24th of December, which attracts thousands of people from adjacent cities. (Ministerio de Turismo del Ecuador, 2016)

The procession in Loja for “The Virgen del Cisne” attracts people for one week, attendants walk thousands of kilometers to pay tribute to the holy Virgin.. Other processions are “The Virgen Del Quinche” at the north part of the country, Saint Peter and Saint Paul and other Saints also gets the attention of local tourists.

Independence days of the three main cities (Quito, Guayaquil and Cuenca) are national holidays that attract internal tourism leaving a great amount of dollars in these cities. Since the 1960s the country has had the opportunity to see, a steady increase in the amount of tourists coming into its territory, and it’s when the country began to create a more advanced and appropriate infrastructure style. Since those years, it has become notorious the way our tourism is incrementing in all forms.

As for ecotourism, Ecuador offers many options because of its wide range of environmental conditions, generating an impressive diversity of habitats and vegetation types. There have been listed more than 920 attractions, out of these about 520 are natural, especially the national parks, forests, rivers and lakes, mountains, etc.

Today, tourism accounts for Ecuador's third activity in economic importance, after oil and bananas (excluding income from remittances). It implies an average of 700,000 foreign visitors per year and about $ 800 million into the country for this item (2006). It should be noted that tourism-under certain modes of operation-has exceptional conditions to project development, being Ecuador considered one of the 12 mega diverse countries in the world, possessor of one of the greatest diversity of ecosystems and cultures living in a territory relatively small, with good conditions of internal connectivity and strategically located.

In fact, some experts say that Ecuador is the most biodiverse country in the world per km2, 11% of the planet biodiversity is located in Ecuador. Only Mindo, in their 27,000 hectares has 450 species of birds that is greater than what the US and Europe have together. Specialists in birding (bird watching) in Ecuador have identified two of the ten sites with the greatest variety of species of birds in the world, especially in Podocarpus and Mindo (MINTUR, 2005). Tourism on the other hand, in an economy like the ecuadorian, highly dependent on oil revenues, is considered as an activity generating employment and wealth redistribution, integrative and complementary to many activities (MINTUR, 2002). For each direct employment generated by tourism there are between 3 and 6 indirect jobs created. In fact, tourism has thus become an important strategy for poverty reduction and sustainable development of the country.

At this point it is worth mentioning that the development of tourism in general requires the help of the state, without it you cannot run an internal tourism because, over regulation has the task of promoting the development of production systems and services through the construction of good harbors, airports and terminals, road construction, decoration of tourist sites, ensuring the safety of tourists and assuring that during the tourist’s stay in the country they will be safe, sound and satisfied. This assurance will multiply and increase the level of foreign arrivals for tourism. (Ministerio de Turismo del Ecuador, 2015)

The location of tourism in the country's economy is obtained by comparing the income of foreign exchange from tourism, compared to foreign exchange earnings from exports of primary products, in 1997 with $ 290 million tourism ranks fourth maintaining a stable growth, while maintaining oil export is going through difficult times for the low price in international markets. However this does not indicate that tourism gets to play a more important role today, because as we know the future of Ecuador is in the timber. Tourism in the country's economy in 2050 will maintain a dynamic similar to the current in magnitude; Ecuador will reach around 1200.000 tourists, generating revenues of nearly $ 680 million annually, and it would generate employment from tourism for approximately five hundred thousand inhabitants.

Minister of Tourism of Ecuador in 2013, Vinicio Alvarado, announced Thursday January 30, 2014, that advertising for national tourism promotion will be a shared responsibility between the public sector and the private sector. This was announced at the launch of the First Ecuador Travels campaign.

Alvarado explained that the Ministry of Tourism (Tourism) took 20% of the cost of all national advertising tourism products promoted by private tour company. For this purpose, and to comply with all programs that promote MINTUR expected, there was a budget of approximately $ 160 million annually. A figure in 2012 did not exceed 40 million. Ecuador participated for the first time in Air Connectivity Specialized Fair "Routes Americas 2014" which was held from the 23rd to the 25th of February in El Salvador, in order to establish direct contact with planners airline routes, to be considered to Ecuador as a new tourist destination where operating or increase their existing frequencies.

That show was an opportunity to promote Ecuador as a viable destination for tourists; the new Quito airport and to introduce them to the incentives that apply nationwide in order to improve air connectivity as 40% discount on the price of fuel, for new airlines that wanted to fly to Ecuador, which was highly appreciated by the airlines to lay their eyes on the country. (Llenera & Vera, 2011) In order to motivate Ecuadorians to know and enjoy the various destinations that exist throughout the country, the Ministry of Tourism boost the campaign "Travel First

Ecuador" which was presented in 2012 to businessmen members of the Chambers of Commerce and Industry, who signed an agreement with the state to support domestic tourism. The MINTUR boost domestic tourism by creating packages and coordinate with companies such as airlines, hotels and travel agencies. He also assumed responsibility for conducting outreach campaign "Travel First Ecuador".

Domestic entrepreneurs, meanwhile, should inform its members of the agreement signed with the public sector to boost domestic tourism. Companies can encourage among its partners including the Ecuadorian tourism so that it meets the requirements of each company for its promotional activities, rewards, incentives and offers.

"Today we take a critical step and is precisely the central theme of this invitation, involving them in this great objective of Ecuador as a tourist power and one of the main elements is to promote our domestic tourism because, not only it generates wealth, resources, but it is also an important source of learning, "said Alvarado.

Chapter IV 4.1 Survey applied.

This survey is about the tourism in the Ecuador, specially its aim is to know the most visited places, and since they do these trips (forms that obtained information, forms of trip, etc), also to see as the persons qualify the campaign done by the Ecuadorian government " all you need is Ecuador ", the survey was done for adults over 18, 110 person, and persons who want to qualify the Ecuador and to do that the country progresses with his comments like that are positive or negative. Also in order that the people who has never visited the above mentioned country see the form in which they qualify it, and this way those persons could see the Ecuador as an option for his next development. Se detalla a continuación:

Tabla 1. Quantity of polled persons

N INDIVIDUALS QUANTITY

1 Major of age. 110

TOTAL. 110

Author: Juan Pablo Arízaga M. Source: Unidad Educativa Javier.

For the calculation of the sample, the following formula was used: The calculation was made in function to the following information: n: Sample: 109 PQ: Constant of variance of population: 0.25 N: Population: 110 Maximum admissible mistake: 0.05 K: Coefficient of correction of the mistake: 2

Finally, the respective table to the sample of the present study:

Table 2. The Sample.

N INDIVIDUALS QUANTITY

1 Adults. 110

TOTAL. 109

Author: Juan Pablo Arízaga M. Source: Unidad Educativa Javier.

4.2 Analysis of the applied survey

Question 1. Gender.

Picture 1: Gender. Source: Google Drive. Author: Juan Pablo Arízaga Mariscal.

Table 1. Gender.

Gender Male Female

50.4% 49.6%

Source: Google Drive Author: Juan Pablo Arízaga M.

Question 2. Age.

Picture 1: Age Source: Google Drive. Author: Juan Pablo Arízaga M.

Table 2. Age.

Age 18-30 31-50 51-70 71-90

70 18 12 9

Source: Google Drive. Author: Juan Pablo Arízaga M.

Question 3. DO YOU THINK ECUADOR IS A GOOD TOURISTIC PLACE?

Picture 1: Do you think Ecuador is a good touristic place? Source: Google Drive. Author: Juan Pablo Arízaga M.

TABLE 3. DO YOU THINK ECUADOR IS A GOOD TOURISTIC PLACE?

YES NO

95% 5%

Question 4. Which of the following places seems to be the best place to visit?

Picture 4: Which of the following places seems to be the best place to visit? Source: Google Drive. Author: Juan Pablo Arízaga M.

Table 4. Which of the following places seems to be the best place to visit?

Church of CJ. Galapagos Isl. Cotopaxi Vol. Nariz del diablo. Murcilago bch. Tena Others

4.2% 80.8% 4.2% 1.7% 0.8% 0% 8.3%

Source: Google Drive. Author: Juan Pablo Arízaga M.

QUESTION 5. HOW WOULD YOU QUALIFY THE CAMPAIGN “ALL YOU NEED IS ECUADOR” ORGANIZED BY THE ECUADORIAN GOVERNMENT? (BEING 5 THE HIGHEST AND 1 THE LOWEST)

Picture 5: How would you qualify the campaign “all you need is ecuador” organized by the ecuadorian government? (being 5 the highest and 1 the lowest). Source: Google Drive. Author: Juan Pablo Arízaga M.

Table 5. HOW WOULD YOU QUALIFY THE CAMPAIGN “ALL YOU NEED IS ECUADOR” ORGANIZED BY THE ECUADORIAN GOVERNMENT? (BEING 5 THE HIGHEST AND 1 THE LOWEST)

1 2 3 4 5

4.2% 7.6% 34.5% 30.3% 23.5%

Source: Google Drive Author: Juan Pablo Arízaga M.

QUESTION 6. HOW OFTEN DO YOU VISIT ECUADOR?

Picture 6: How often do you visit Ecuador? Source: Google Drive. Author: Juan Pablo Arízaga M.

Table 6. HOW OFTEN DO YOU VISIT ECUADOR?

1 time P.Y 2 times P.Y Suddenly Others.

19.2% 19.2% 25% 36.7% Source: Google Drive Author: Juan Pablo Arízaga M.

QUESTION 7. HOW DO YOU GET TOURIST INFORMATION?

Picture 7: How do you get tourist information? Source: Google Drive Author: Juan Pablo Arízaga M .

TABLE 7. HOW DO YOU GET TOURIST INFORMATION?

Internet TV Friends Flyers T. Agency Others

57.5% 7.5% 18.3% 1.7% 6.7% 8.3%

Source: Google Drive. Author: Juan Pablo Arízaga M.

QUESTION 8. HOW MUCH DO YOU SPEND ON A TRIP?

Picture 8: How much do you spend on a trip? Source: Google Drive. Author: Juan Pablo Arízaga M.

Table 8. HOW MUCH DO YOU SPEND ON A TRIP?

$50-$100 $101-$500 $501-$1500 Others. 9.2% 46.7% 30.8% 13.3%

QUESTION 9. DO YOU THINK THAT ECUADOR IS A TOURIST OPTION FOR YOUR NEXT VACATIONS?

Pict ure 9: Do you think that Ecuador is a tourist option for your next vacations? Source: Google Drive. Author: Juan Pablo Arízaga M.

TABLE 9. DO YOU THINK ECUADOR IS A TOURIST OPTION FOR YOUR NEXT VACATIONS?

YES NO 78.3% 21.7%

QUESTION 10. HOW DO YOU USUALLY TRAVEL? Picture 10: How do you usually travel?

Source: Google Drive. Author: Juan Pablo Arízaga M.

TABLE 10. HOW DO YOU USUALLY TRAVEL?

Alone G. of friends Family Tours Others

9.2% 10.9 74.8% 0.8% 4.2%

Source: Google Drive. Author: Juan Pablo Arízaga M.

CONCLUTIONS

The article was an analysis of the tourism sector and its determinants; and, as this sector influences growth in the economy of Latin American countries, emphasizing the study of the Ecuadorian case through which it is intended to highlight the potential impact that the tourism industry could have on the development and economic growth of the country.

Ecuador is a country in Tourism thanks to its location in the middle of the world has 4 regions full of riches and landscapes as in any other part of the world and providing climates for all of people who in just hours of travel can feel a different atmosphere in the person. The faun, flora and climate is something that cannot be done in any other part of the world and more to its advertising campaigns that are very useful since this allows us to promote with our wonders of each region, in order to attract different tourists from all parts of the world

The location of tourism in the economy of the country is obtained by comparing the income of foreign currency for tourism, against the income of foreign exchange for exports of the main product, during 1997 with 290 million dollars tourism is in fourth place maintaining

growth stable, while the main export oil goes through difficult times because of the low price in international markets. However, this does not indicate that tourism will play a more important role than the current one, given that, as is known, the future of Ecuador lies in the timber industry.

In conclusion, tourism in the country's economy by the year 2050 will maintain a dynamic of magnitudes similar to the current ones; Approximately 1200,000 tourists will arrive in Ecuador, which will generate income of close to 680 million dollars per year, and which will generate employment for tourism for approximately five hundred thousand inhabitants.

RECOMENDATIONS

For future articles the updated tourism report published by the Ministry of Tourism of Ecuador with new trends and changes in tourist behavior.

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Ministerio de Turismo. (2002, 12 17). Ministerio de Turismo del Ecuador. (G. N. Bejarano, Producer) Retrieved 7 20, 2016, from Reglamento General de Actividades Turisticas:

http://www.turismo.gob.ec/wp-content/uploads/2016/04/Reglamento-de-Actividades- Turisticas.pdf

Ministerio de Turismo del Ecuador. (2014). Informe del Feriado de Carnaval. Oficina de Turismo, Servicio de Estadisticas. Quito: Ministerio de Turismo del Ecuador. Retrieved 28 8, 2016, from http://servicios.turismo.gob.ec/index.php/anuario-de-estadisticas-turisticas

Ministerio de Turismo del Ecuador. (2015). Indicadores OMT CEPAL. Quito: Ministerio de Turismo del Ecuador. Retrieved 8 9, 2016, from http://servicios.turismo.gob.ec/index.php/portfolio/turismo-cifras?layout=blog

Ministerio de Turismo del Ecuador. (2016). Rendicion de Cuentas del Informe de Turismo. Informe de Rendicion de Cuentas , Gobierno Nacional del Ecuador, Ministerio de Turismo, Quito. Retrieved 6 26, 2016, from http://www.turismo.gob.ec/wp- content/uploads/2016/03/RENDICI%C3%93N-DE-CUENTAS_MINTUR-1.pdf

Municipio de Guayaquil. (2015). Cifras Relevantes de la Ciudad: Observatorio Turistico de la Ciudad de Guayaquil. Ilustre Municipalidad de la ciudad de Guayaquil, Oficina de Turismo. Guayaquil: Municipio de Guayaquil. Retrieved 6 17, 2016