Communication, marketing and positioning in successful island destinations: a comparative approach applied to the Galapagos Islands
DOI:
https://doi.org/10.24054/face.v26i1.4446Keywords:
Marketing strategy, positioning, sustainability, island tourism, Galápagos IslandsAbstract
This study analyzes and compares marketing, positioning, and communication strategies of successful island destinations in order to adapt the most relevant approaches to the context of the Galápagos Islands, thereby strengthening their positioning as a sustainable tourist destination of international significance. Using a qualitative, comparative, and inductive approach, and employing the Atlas.ti 25 tool, reference cases such as Hawaii, the Maldives, the Canary Islands, the Dominican Republic, and Jeju were examined, where tourism promotion is integrated with environmental conservation and community engagement. The results reveal that the most effective strategies rely on digital platforms, the creation of authentic experiences, and the development of communication campaigns that intertwine sustainability, culture, and international promotion. The study proposes strategic lines of action based on sustainability, innovation, and international partnerships, enabling the Galápagos Islands to enhance their global competitiveness and consolidate a model of responsible tourism with high ecological value.
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