Plan estratégico comunicacional y la promoción de los atractivos turísticos y sociales de la Parroquia Balzapamba
| dc.contributor.advisor | Campi Cevallos, Cumandá Fanny | |
| dc.contributor.author | Chillo Rea, Adriana Estefanía | |
| dc.date.accessioned | 2022-05-23T14:37:17Z | |
| dc.date.available | 2022-05-23T14:37:17Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/11797 | |
| dc.description | The case study is based on the context of the parroquia Balzapamba belonging to the San Miguel canton, Bolívar province in relation to the economic activity of tourism. The need to improve tourism and social promotion actions was established based on the existing potential in relation to the large number of existing attractions in the parish. Therefore, as a general objective of this study, to carry out a strategic communication plan for the promotion of tourist and social attractions of the parroquia Balzapamba, San Miguel canton, year 2022. Based on the objective, the quantitative approach was established for the collection of information through the type of descriptive research through observable and verifiable elements that allow the analysis of results, which, for this purpose, a survey was applied to 30 inhabitants of the sector. The results determined that 57% of the inhabitants determined the Internet resource to be viable for the tourist and social promotion of the parroquia Balzapamba. Based on the result obtained, a strategic communication plan was carried out as an intervention proposal based on the SWOT for the tourist and social promotion of the parroquia Balzapamba, San Miguel canton, year 2022, the priority strategy being the design of communication tools being the poster, the hashtag #Balzapambatierraventurera and the website the criteria developed to achieve the proposed objective. | es_ES |
| dc.description | The case study is based on the context of the parroquia Balzapamba belonging to the San Miguel canton, Bolívar province in relation to the economic activity of tourism. The need to improve tourism and social promotion actions was established based on the existing potential in relation to the large number of existing attractions in the parish. Therefore, as a general objective of this study, to carry out a strategic communication plan for the promotion of tourist and social attractions of the parroquia Balzapamba, San Miguel canton, year 2022. Based on the objective, the quantitative approach was established for the collection of information through the type of descriptive research through observable and verifiable elements that allow the analysis of results, which, for this purpose, a survey was applied to 30 inhabitants of the sector. The results determined that 57% of the inhabitants determined the Internet resource to be viable for the tourist and social promotion of the parroquia Balzapamba. Based on the result obtained, a strategic communication plan was carried out as an intervention proposal based on the SWOT for the tourist and social promotion of the parroquia Balzapamba, San Miguel canton, year 2022, the priority strategy being the design of communication tools being the poster, the hashtag #Balzapambatierraventurera and the website the criteria developed to achieve the proposed objective. | es_ES |
| dc.description.abstract | El estudio de caso se basa sobre el contexto de la parroquia Balzapamba perteneciente al cantón San Miguel, provincia Bolívar en relación a la actividad económica del turismo. Se estableció la necesidad de mejoramiento de acciones de promoción turística y social en función de la potencialidad existente en relación a la gran cantidad de atractivos existentes en la parroquia. Por ello, como objetivo general del presente estudio en realizar un plan estratégico comunicacional para la promoción de los atractivos turísticos y sociales de la parroquia Balzapamba, cantón San Miguel, año 2022. En función del objetivo, se estableció el enfoque cuantitativo para la recolección de información a través del tipo de investigación descriptiva a través de elementos observables y verificables que permita el análisis de resultados, lo cual, para el efecto se aplicó una encuesta a 30 pobladores del sector. Los resultados determinaron que el 57% de los pobladores determinaron viable el recurso del internet para la promoción turística y social de la parroquia Balzapamba. A partir del resultado obtenido, se realizó como propuesta de intervención un plan estratégico comunicacional en base al FODA para la promoción turística y social de la parroquia Balzapamba, cantón San Miguel, año 2022 siendo la estrategia priorizada el diseño de herramientas comunicacionales siendo el póster, el hashtag #Balzapambatierraventurera y la página web los criterios elaborados para el alcance del objetivo propuesto. | es_ES |
| dc.format.extent | 32 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2022 | 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 | FODA | es_ES |
| dc.subject | Plan estratégico | es_ES |
| dc.subject | Promoción turística | es_ES |
| dc.subject | Promoción social | es_ES |
| dc.title | Plan estratégico comunicacional y la promoción de los atractivos turísticos y sociales de la Parroquia Balzapamba | es_ES |
| dc.type | bachelorThesis | es_ES |
Files in this item
This item appears in the following Collection(s)
Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 Ecuador