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Estrategias tácticas de marketing turístico para promocionar las regatas de Vinces
| dc.contributor.advisor | Castro Molina, Nelly Esther | |
| dc.contributor.author | Carriel Dumes, Marly Xiome | |
| dc.date.accessioned | 2021-07-05T19:20:38Z | |
| dc.date.available | 2021-07-05T19:20:38Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/9938 | |
| dc.description | Tourism marketing is a fundamental instrument for the development of tourism, which through social networks manages to generate an impact on tourists, users or clients when purchasing a product or service. Likewise, marketing is a strategy to promote festivals, customs and traditions of a certain place. That is why the innovation of strategies in tourism marketing influences the promotion of the Vinces regattas. The objective of this case study is to identify tactical tourism marketing strategies to promote the Vinces regattas, in order to encourage residents and tourists to participate in them. In addition to generating a greater tourist influx, economic income and cultural contribution to the Canton. This case study will mainly benefit the merchants of public and private companies as well as the community that undertake businesses or offer some type of tourist service to obtain economic income. In the present case study, the quantitative and qualitative methodology was applied through descriptive and exploratory methods, that is, by means of a convenience sampling, 100 surveys and one interview were carried out. In addition, bibliographic documentary research was used in which information was obtained on the strategies to be used to promote the Vinces regattas. It is concluded that it is important that the pertinent authorities make use of economic, tourist and human resources to apply new strategies that help to promote the Vinces regattas, through the social networks with greater popularity and advertising campaigns through videos, In this way, a better tourist development and a greater influx of national and international tourists will be achieved in this traditional festival. | es_ES |
| dc.description | Tourism marketing is a fundamental instrument for the development of tourism, which through social networks manages to generate an impact on tourists, users or clients when purchasing a product or service. Likewise, marketing is a strategy to promote festivals, customs and traditions of a certain place. That is why the innovation of strategies in tourism marketing influences the promotion of the Vinces regattas. The objective of this case study is to identify tactical tourism marketing strategies to promote the Vinces regattas, in order to encourage residents and tourists to participate in them. In addition to generating a greater tourist influx, economic income and cultural contribution to the Canton. This case study will mainly benefit the merchants of public and private companies as well as the community that undertake businesses or offer some type of tourist service to obtain economic income. In the present case study, the quantitative and qualitative methodology was applied through descriptive and exploratory methods, that is, by means of a convenience sampling, 100 surveys and one interview were carried out. In addition, bibliographic documentary research was used in which information was obtained on the strategies to be used to promote the Vinces regattas. It is concluded that it is important that the pertinent authorities make use of economic, tourist and human resources to apply new strategies that help to promote the Vinces regattas, through the social networks with greater popularity and advertising campaigns through videos, In this way, a better tourist development and a greater influx of national and international tourists will be achieved in this traditional festival. | es_ES |
| dc.description.abstract | El marketing es una estrategia fundamental para el desarrollo del turismo, que por medio de las redes sociales logran atraer a los visitantes a un destino. Esta estrategia permite promocionar fiestas, costumbres y tradiciones de un determinado lugar. Es por eso que la innovación de estrategias en el marketing turístico influye para promocionar las regatas de Vinces. El objetivo de este caso de estudio es identificar las estrategias tácticas de marketing turístico para promocionar las regatas de Vinces, con el fin de incentivar a los habitantes y turistas ser partícipes de las mismas. Además de generar mayor afluencia turística, ingresos económicos y aporte cultural al Cantón. Con este estudio de caso se beneficiará principalmente a los comerciantes de las empresas públicas y privadas, así como también a la comunidad que emprenden negocios u ofrecen algún tipo de servicio turístico para obtener ingresos económicos. En el presente estudio de caso se aplicó la metodología de carácter cuantitativo y cualitativo a través de los métodos descriptivo y exploratorio, es decir por medio de un muestreo por conveniencia se realizó 100 encuestas y una entrevista. Además se usó la investigación documental bibliográfica en la que se obtuvo información sobre las estrategias a utilizar para promocionar las regatas de Vinces. Se concluye que es importante que las autoridades pertinentes hagan uso de los recursos económicos, turísticos y humanos para aplicar nuevas estrategias que ayuden a promocionar las regatas de Vinces, a través de las redes sociales con mayor apogeo y campañas publicitarias por medio de videos, de esta manera se logrará un mejor desarrollo turístico y mayor afluencia de turistas nacionales e internacionales en esta tradicional fiesta. | es_ES |
| dc.format.extent | 26 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategias | es_ES |
| dc.subject | Marketing turístico | es_ES |
| dc.subject | Promoción turística | es_ES |
| dc.subject | Regatas de Vinces | es_ES |
| dc.title | Estrategias tácticas de marketing turístico para promocionar las regatas de Vinces | es_ES |
| dc.type | bachelorThesis | es_ES |
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