Copyright (c) 2026 Revista Colón Ciencias, Tecnología y Negocios
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The Santa Elena Reserve in Peru is an area of high biodiversity and ecotourism potential; however, this potential has not been translated into consolidated demand due to limited promotion and weak infrastructure. This study aimed to identify the visitor profile and characterize perceptions of tourism services and community based management, in order to establish strategic foundations for tourism marketing in Santa Elena. The research followed a descriptive propositional design. The methodology involved surveys administered to 220 tourists and interviews with 15 local stakeholders, complemented by direct observation and statistical analysis using SPSS. The results showed that 87.3% of visitors were domestic tourists, predominantly young university students. Overall satisfaction reached 3.8 on a 1–5 scale, with high ratings for natural beauty (4.6) and hospitality (4.4), contrasted with deficiencies in signage (2.9) and basic services (2.7). It was concluded that low demand was not due to a lack of attractions, but rather to marketing deficiencies. An integrated plan combining digital marketing strategies, basic infrastructure improvements, and community capacity building represents the most viable pathway to strengthen the destination’s competitiveness.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
