The importance of tourism marketing for strengthening the strategic capabilities of the Salitre canton in the province of Guayas

The objective of this document is to analyze the different opportunities for small and medium tourism enterprises in Ecuador to develop environmentally conscious tourism economic activities based on the principle of sustainability. The research method is descriptive and focused on different subtopics around marketing, tourism and sustainability. Finally, it is concluded that tourism marketing is a very good option, especially for developing countries such as Ecuador, to promote their natural resources and the ecological beauty of their territory as a source of income and a way to boost economic development.