This research was prepared to know the situation of Puná Island, a site where it was possible to identify the lack of strategies that promote the development of the inhabitants for their improvement from the social, economic and cultural spheres through river tourism, as well as to promote in achieving economic benefits for the country, because although it is true tourism can be by national and international tourists. The general objective was to "Analyze the factors that impede the proper development of river tourism on Puná Island to enhance tourism growth through the approach of strategies that favor the island's inhabitants." The applied research design was of a mixed type, because through the application of deductive, descriptive and observational research, the survey was applied as the data collection instrument that allowed us to know the Puná Island as a tourist site promoted through the River tourism identified by a sample of 68 respondents of the inhabitants of the city of Guayaquil, in addition, the observation sheet of the island was applied as a tourist attraction where the main aspects that a place requires to attract visitors and offer a pleasant stay from the point of view of the environment. Finally, the application of tourism marketing strategies was determined to help strengthen the island as a place to visit for locals and foreigners.This research was prepared to know the situation of Puná Island, a site where it was possible to identify the lack of strategies that promote the development of the inhabitants for their improvement from the social, economic and cultural spheres through river tourism, as well as to promote in achieving economic benefits for the country, because although it is true tourism can be by national and international tourists. The general objective was to "Analyze the factors that impede the proper development of river tourism on Puná Island to enhance tourism growth through the approach of strategies that favor the island's inhabitants." The applied research design was of a mixed type, because through the application of deductive, descriptive and observational research, the survey was applied as the data collection instrument that allowed us to know the Puná Island as a tourist site promoted through the River tourism identified by a sample of 68 respondents of the inhabitants of the city of Guayaquil, in addition, the observation sheet of the island was applied as a tourist attraction where the main aspects that a place requires to attract visitors and offer a pleasant stay from the point of view of the environment. Finally, the application of tourism marketing strategies was determined to help strengthen the island as a place to visit for locals and foreigners.La presente investigación fue elaborada para conocer la situación de la Isla Puná, sitio donde se pudo identificar la falta de estrategias que impulsen al desarrollo de los habitantes para su mejora desde los ámbitos social, económico y cultural por medio del turismo fluvial, así como impulsar en lograr obtener beneficios económicos para el país, pues si bien es cierto el turismo puede ser por turistas nacionales e internacionales. Como objetivo general se planteó “Analizar los factores que impiden el correcto desarrollo del turismo fluvial en la Isla Puná para potencializar el crecimiento turístico a través del planteamiento de estrategias que favorezcan a los habitantes de la isla”. El diseño de investigación aplicado fue de tipo mixto, pues a través de la aplicación de la investigación deductiva, descriptiva y de observación, se aplicó la encuesta como el instrumento de recolección de datos permitieron conocer la Isla Puná como un sitio turístico impulsado a través del turismo fluvial identificado por una muestra de 68 encuestados de habitantes de la ciudad de Guayaquil, además se aplicó la ficha de observación de la isla como un atractivo turístico donde se identificó los aspectos principales que requiere un lugar para captar visitantes y ofrecer una estadía agradable desde el punto de vista del entorno. Finalmente, se determinó la aplicación de estrategias del marketing turístico para contribuir a potencializar a la isla como un sitio para visitar por propios y extranjeros.