<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512020000300063</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v30n77.87429</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Aplicación del enfoque experiencial a la innovación de marketing de destinos turísticos: Recomendaciones para su implementación en Ecuador]]></article-title>
<article-title xml:lang="en"><![CDATA[APPLICATION OF THE EXPERIENTIAL APPROACH TO INNOVATION IN DESTINATION MARKETING: RECOMMENDATIONS FOR ITS IMPLEMENTATION IN ECUADOR]]></article-title>
<article-title xml:lang="pt"><![CDATA[APLICAÇÃO DA ABORDAGEM EXPERIENCIAL À INOVAÇÃO DE MARKETING DE DESTINOS TURÍSTICOS: RECOMENDAÇÕES PARA SUA IMPLEMENTAÇÃO NO EQUADOR]]></article-title>
<article-title xml:lang="fr"><![CDATA[L'APPLICATION DE LAPPROCHE EXPÉRIENTIELLE À L'INNOVATION MARKETING DANS LES DESTINATIONS TOURISTIQUES: DES RECOMMANDATIONS POUR SA MISE EN CEUVRE EN EQUATEUR]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández Mogollón]]></surname>
<given-names><![CDATA[José Manuel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pasaco González]]></surname>
<given-names><![CDATA[Bárbara Sofía]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Campón Cerro]]></surname>
<given-names><![CDATA[Ana María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Extremadura  ]]></institution>
<addr-line><![CDATA[Cáceres ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Extremadura  ]]></institution>
<addr-line><![CDATA[Cáceres ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Extremadura  ]]></institution>
<addr-line><![CDATA[Cáceres ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2020</year>
</pub-date>
<volume>30</volume>
<numero>77</numero>
<fpage>63</fpage>
<lpage>76</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512020000300063&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512020000300063&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512020000300063&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: Las nuevas necesidades de los turistas apuntan hacia la búsqueda de experiencias, por lo que los destinos turísticos deben focalizar sus estrategias de marketing en satisfacer estas nuevas exigencias de la demanda. Así, la innovación es una forma en que los destinos pueden mejorar sus estrategias de marketing centrándose en la oferta de experiencias, puesto que las estrategias de marketing tradicionales, enfocadas en la venta de productos o servicios, han perdido eficacia. De esta forma, el objetivo de este estudio es analizar la aplicación del enfoque del marketing experiencial a las innovaciones de marketing de un destino turístico, principalmente en el diseño del producto y la promoción. Con esta finalidad, se realizó una revisión de la literatura sobre innovación de marketing, con base en la cual se estableció una serie de pautas para introducir innovaciones en el diseño del producto y en la promoción turística de un destino basadas en el enfoque del marketing experiencial. Por último, a partir de estas directrices, se propusieron recomendaciones para mejorar las estrategias de marketing de Ecuador como destino turístico. Los resultados indican que los cambios en el diseño del producto basados en este enfoque buscan crear experiencias únicas y memorables, mientras que las mejoras en los medios de promoción pretenden comunicar sensaciones y emociones que un turista puede experimentar durante su visita.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: The current needs of tourists point to the search for experiences. Therefore, tourist destinations must focus their marketing strategies on meeting these new requirements of the demand. Innovation is a way in which destinations can improve their marketing strategies focusing on the offering of experiences, since traditional marketing strategies, centered on the sale of products or services, have lost their effectiveness. In this way, the aim of this work is to study the application of the experiential marketing approach to the marketing innovations of a tourist destination, mainly product design and promotion. For this purpose, we carried out a re-view of the literature on marketing innovation that allowed establishing a series of guidelines to introduce innovations in product design and the pro-motion of a tourist destination under the experiential marketing approach. Based on these guidelines, some recommendations to improve Ecuador's marketing strategies as a tourist destination are presented. Our results indicate that changes in the product under this approach seek to create unique and memorable experiences, while improvements in the means of promotion aim to communicate feelings and emotions that tourists experience during their visit.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: As novas necessidades dos turistas sinalizam à busca de experiências, razão pela qual os destinos turísticos devem focar suas estratégias de marketing na satisfação dessas novas exigências. Assim, a inovação é uma forma em que os destinos podem melhorar suas estratégias de marketing ao se centralizarem na oferta de experiências, visto que as estratégias tradicionais, focadas na venda de produtos ou serviços, vêm perdendo eficácia. Dessa maneira, o objetivo deste estudo é analisar a aplicação da abordagem do marketing experiencial às inovações de marketing de um destino turístico, principalmente no design do produto e na promoção. Para isso, foi realizada uma revisão da literatura sobre a inovação de marketing, com base na qual foram estabelecidos parâmetros para introduzir inovações no design do produto e na promoção turística de um destino baseados na abordagem do marketing experiencial. Por último, a partir dessas diretrizes, foram propostas recomendações para melhorar as estratégias de marketing do Equador como destino turístico. Os resultados indicam que as mudanças no desenho do produto fundamentadas nessa abordagem buscam criar experiências únicas e memoráveis, enquanto as melhoras nos meios de produção pretendem comunicar sensações e emoções que um turista pode experimentar durante sua visita.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ: Les nouveaux besoins des touristes pointent vers la recherche d'expériences. Les destinations touristiques doivent donc concentrer leurs stratégies de marketing sur la satisfaction de ces nouvelles demandes. Ainsi, l'innovation est un moyen par lequel les destinations peuvent améliorer leurs stratégies de marketing en se concentrant sur l'offre d'expériences, car les stratégies de marketing traditionnelles, axées sur la vente de produits ou de services, ont perdu leur efficacité. De cette façon, l'objectif de cette étude est d'analyser l'application de l'approche marketing expérientielle aux innovations marketing d'une destination touristique, principalement dans la conception et la promotion de produits. À cette fin, on a mené une revue de la littérature sur l'innovation marketing, sur la base de laquelle on a établi une série de lignes directrices pour introduire des innovations dans la conception de produits et la promotion touristique d'une destination fondées sur l'approche marketing expérientielle. Enfin, en partant de ces directives, on a proposé des recommandations pour améliorer les stratégies de commercialisation de l'Équateur en tant que destination touristique. Les résultats indiquent que les changements dans la conception des produits basés sur cette approche cherchent à créer des expériences uniques et mémorables, tandis que l'amélioration des moyens de promotion vise à communiquer les sentiments et les émotions qu'un touriste peut ressentir lors de sa visite.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[innovación de marketing]]></kwd>
<kwd lng="es"><![CDATA[innovación en turismo]]></kwd>
<kwd lng="es"><![CDATA[marketing experiencial]]></kwd>
<kwd lng="es"><![CDATA[marketing de destinos turísticos]]></kwd>
<kwd lng="en"><![CDATA[Destination marketing]]></kwd>
<kwd lng="en"><![CDATA[experiential marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing in-novation]]></kwd>
<kwd lng="en"><![CDATA[tourism innovation]]></kwd>
<kwd lng="pt"><![CDATA[inovação de marketing]]></kwd>
<kwd lng="pt"><![CDATA[inovação em turismo]]></kwd>
<kwd lng="pt"><![CDATA[marketing experiencial]]></kwd>
<kwd lng="pt"><![CDATA[marketing de destinos turísticos]]></kwd>
<kwd lng="fr"><![CDATA[innovation marketing]]></kwd>
<kwd lng="fr"><![CDATA[innovation touristique]]></kwd>
<kwd lng="fr"><![CDATA[marketing expérientiel]]></kwd>
<kwd lng="fr"><![CDATA[marketing de destinations touristiques]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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