ABSTRACT
The objective of the research was to carry out a diagnosis of tourist activity under the effects of Covid19 in the destination of San Vicente to verify the behavior of the tourist consumer under new technological trends as tools for the sustainability of tourism. The analytical method, through the techniques used and the results of REDATAM, verify the most representative branches of activities in the destination, verifying the influx of tourists in the last three years, thus arguing the level of incidence of the pandemic in tourist growth in the target area. study determining that the tourism diversification strategy and the relationship marketing strategy will contribute to developing a sustainable destination. Market segmentation was carried out based on the occupation group of residents of the canton and provinces that stands out in their influx in the destination, defining the target markets at the local, regional and national levels. © 2021, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.