Strategic planning of tourism enterprises based on marketing 5.0, Baños canton, Tungurahua province

Abstract

This research was carried out with the aim of deepening the impact of marketing 5.0 in tourism enterprises in Baños Canton, located in the province of Tungurahua. By means of strategic planning for business development, a descriptive quantitative approach was used to carry out an exhaustive analysis. The reliability of the study was evaluated by means of Cronbach's alpha coefficient, which yielded a significant result of 0.95. A questionnaire consisting of two parts was used as a data collection instrument: a section with 8 general information questions and another section with 23 questions formulated on a Likert scale. The results obtained reveal a worrying trend, as most of the tourism enterprises studied seem to be unaware of the crucial importance of implementing new and improved marketing techniques. These findings indicate a lack of awareness of the need to adopt innovative marketing strategies, which are fundamental to generate competitive features in a dynamic tourism market. The research underlines the urgency of sensitizing entrepreneurs to the advantages and positive impact that can arise from incorporating advanced 5.0 marketing practices into their operations.