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The information provided by the media, nowadays has a relevant and irreplaceable connotation, since it is a way of transmitting the different kindnesses of the tourist destinations, constituting a direct way to communicate the different characteristics of a place, region, customs and traditions, access roads, and means of transport, among others, thus allowing tourists to have a higher level of satisfaction when choosing a destination. The objective of the study is to analyze the cultural heritage and its influence on the tourism media of the Santa Elena canton, the methodology used was quantitative, which was surveyed by 383 people, of whom were tourists and residents of the canton. Among the results it was shown that the means of tourist diffusion are not being used in a correct and timely manner, in addition there are no policies of use on the advertising spaces and the means of tourist diffusion, the use of an advertising medium and its expected effect is what gives in response to the use of specific information that motivates the tourist to return a new incursion and propagate the name of the tourist destination.

Patrimonio cultural del Cantón Santa Elena y su influencia en los medios de difusión turísticos