Modelo inteligente de gestión de datos para el diagnóstico territorial del destino turístico Pedernales, Ecuador

The canton of Pedernales, located in the province of Manabí, Ecuador, presents significant tourism potential but faces limitations in the availability of systematic information for strategic management. This study aims to characterize the Pedernales tourist destination through a territorial diagnosis based on data collection and analysis using digital tourism intelligence tools. A descriptive-exploratory approach was adopted, combining quantitative and qualitative methods. Data collection was conducted between April and October 2024 using digital tools implemented on the Survey123 platform. Surveys were administered to tourists (n = 165) and local stakeholders (n = 183) using non-probabilistic convenience sampling. The variables analyzed included visitor profile, destination image, and local perception, supported by descriptive statistical and georeferenced analysis. The results revealed a favorable perception of the destination, highlighting positive evaluations of infrastructure, service quality, and hotel supply, as well as a satisfactory emotional experience. The predominant visitor profile corresponds to young adult domestic tourists motivated by sun-and-beach tourism. Likewise, local perception recognizes tourism as a driver of economic development and employment generation. The use of digital tools enabled a comprehensive characterization of the destination, demonstrating its favorable positioning and confirming the usefulness of data intelligence as a strategic instrument for sustainable tourism planning.