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Estrategias de marketing para promocionar el turismo en el cantón Las Naves Provincia de Bolívar
| dc.contributor.advisor | Landeta Bejarano, Nathalie | |
| dc.contributor.author | Riera Castilo, Jazbeth Carolina | |
| dc.date.accessioned | 2021-07-06T21:53:29Z | |
| dc.date.available | 2021-07-06T21:53:29Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/9956 | |
| dc.description | The tourist activity in contemporaneity where technological development is increasing on a large scale has caused significant changes both in the economy and in society; the development of new tourism products acquires a more active dynamic because it is no longer enough to just show a resource but rather to transmit an experience. That is why this research aimed to design marketing strategies to promote and improve tourism in the Las Naves canton. The surveys were applied to 60 people from the Las Naves canton, with a questionnaire of 20 closed questions that make it possible to homogenize the information and speed up the information gathering process within the time of the pandemic. The results obtained allowed to identify that in the Las Naves canton there is a high degree of knowledge of the inhabitants about the tourist attractions of the place, in such a way that 90.00% indicated that they have heard about them, so that 85% do consider to the Las Naves canton as a tourist site, the same as if they have visited at least one of the tourist places in the area. The most visited sites are El Chorrito, Piedra Grande, San Mateo waterfalls, Bellavista waterfalls, and La Canoa park, showing that 96.66% showed their willingness to visit these tourist places. The surveyed inhabitants travel preferably as a family (65.00%), learning mainly about tourist sites through social networks, so they prefer to obtain information about the attractions of the Las Naves canton through this means (58.33%). | es_ES |
| dc.description | The tourist activity in contemporaneity where technological development is increasing on a large scale has caused significant changes both in the economy and in society; the development of new tourism products acquires a more active dynamic because it is no longer enough to just show a resource but rather to transmit an experience. That is why this research aimed to design marketing strategies to promote and improve tourism in the Las Naves canton. The surveys were applied to 60 people from the Las Naves canton, with a questionnaire of 20 closed questions that make it possible to homogenize the information and speed up the information gathering process within the time of the pandemic. The results obtained allowed to identify that in the Las Naves canton there is a high degree of knowledge of the inhabitants about the tourist attractions of the place, in such a way that 90.00% indicated that they have heard about them, so that 85% do consider to the Las Naves canton as a tourist site, the same as if they have visited at least one of the tourist places in the area. The most visited sites are El Chorrito, Piedra Grande, San Mateo waterfalls, Bellavista waterfalls, and La Canoa park, showing that 96.66% showed their willingness to visit these tourist places. The surveyed inhabitants travel preferably as a family (65.00%), learning mainly about tourist sites through social networks, so they prefer to obtain information about the attractions of the Las Naves canton through this means (58.33%). | es_ES |
| dc.description.abstract | La actividad turística en la contemporaneidad en donde el desarrollo tecnológico va incrementándose a gran escala ha provocado cambios significativos tanto en la economía como en la sociedad; el desarrollo de nuevos productos turísticos adquiere una dinámica más activa debido a que ya no basta con mostrar únicamente un recurso sino más bien transmitir una experiencia. Es por ello que la presente investigación tuvo como objetivo diseñar estrategias de marketing para promocionar y mejorar el turismo en el cantón Las Naves. Las encuestas se aplicaron a 60 personas del cantón Las Naves, con un cuestionario de 11 preguntas cerradas que permitan homogenizar la información y agilitar el proceso de recopilación de la información dentro del tiempo de pandemia. Los resultados obtenidos permitieron identificar que en el cantón Las Naves existe un alto grado de conocimiento de los habitantes sobre los atractivos turísticos del lugar, de tal manera que un 90.00% indicó que, si ha escuchado sobre estos, por lo que el 85% si considera al cantón Las Naves como un sitio turístico, los mismos que si han visitado al menos uno de los lugares turísticos de la zona. Los sitios más visitados son El Chorrito, Piedra Grande, cascadas San Mateo, cascadas de Bellavista, y parque La Canoa, evidenciándose que un 96.66% mostró su predisposición en visitar estos lugares turísticos. Los habitantes encuestados viajan preferentemente en familia (65.00%), enterándose principalmente de los sitios turísticos por redes sociales, por lo que prefieren obtener información sobre los atractivos del cantón Las Naves por este medio (58.33%), por lo que varias estrategias planteadas estarán encaminadas en la aplicación de estrategias de marketing digital para captar mayores visitas a los sitios turísticos del cantón. | es_ES |
| dc.format.extent | 37 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 | Marketing digital | es_ES |
| dc.subject | Estrategias de marketing | es_ES |
| dc.subject | Cantón Las Naves | es_ES |
| dc.title | Estrategias de marketing para promocionar el turismo en el cantón Las Naves Provincia de Bolívar | es_ES |
| dc.type | bachelorThesis | es_ES |
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