Estrategia de marketing y la promoción turística de la comunidad Shuyun Tsachila, cantón de Santo Domingo, año 2019
| dc.contributor.advisor | Chang Muñoz, Walter | |
| dc.contributor.author | Acosta Benavides, Karla Cristina | |
| dc.date.accessioned | 2020-06-11T02:46:18Z | |
| dc.date.available | 2020-06-11T02:46:18Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/8176 | |
| dc.description | This research begins by describing the current tourist reality of the canton of Santo Domingo, the main objective of this strategic marketing plan is to design strategies to promote its tourist attractions in general in the Shuyun Tsachila community, seeking to encourage and improve tourist activity. The implementation of a strategic marketing plan to promote tourism will contribute to the growth of the canton of Santo Domingo in the social and economic sphere, causing the project to have a positive impact on the population of Santo Domingo. It is necessary to have the full support of its main authorities so that the strategic objectives set forth in the project are successfully carried out and the expected results are achieved. First, the general aspects of the canton were determined, such as the geographical delimitation, climate, population, among others; likewise, an analysis of the current situation of tourism in this sector was carried out, as well as a study of its attractions, plant and tourist infrastructure to have a vision of the tourist situation in which the Canton is located. The methodology used in this research is descriptive and synthetic analytical. Then, a market study was carried out to find out the main needs, requirements of tourists and owners related to the tourism business sector, which is why surveys and interviews were applied as research techniques. To finish, this research work designs a strategic plan which will be composed of positioning strategies, public relations and marketing mix to help the promotion and advertising of tourism in the canton of Santo Domingo. | es_ES |
| dc.description | This research begins by describing the current tourist reality of the canton of Santo Domingo, the main objective of this strategic marketing plan is to design strategies to promote its tourist attractions in general in the Shuyun Tsachila community, seeking to encourage and improve tourist activity. The implementation of a strategic marketing plan to promote tourism will contribute to the growth of the canton of Santo Domingo in the social and economic sphere, causing the project to have a positive impact on the population of Santo Domingo. It is necessary to have the full support of its main authorities so that the strategic objectives set forth in the project are successfully carried out and the expected results are achieved. First, the general aspects of the canton were determined, such as the geographical delimitation, climate, population, among others; likewise, an analysis of the current situation of tourism in this sector was carried out, as well as a study of its attractions, plant and tourist infrastructure to have a vision of the tourist situation in which the Canton is located. The methodology used in this research is descriptive and synthetic analytical. Then, a market study was carried out to find out the main needs, requirements of tourists and owners related to the tourism business sector, which is why surveys and interviews were applied as research techniques. To finish, this research work designs a strategic plan which will be composed of positioning strategies, public relations and marketing mix to help the promotion and advertising of tourism in the canton of Santo Domingo. | es_ES |
| dc.description.abstract | Esta investigación comienza por describir la realidad turística actual del cantón de Santo Domingo, el objetivo principal de este plan estratégico de marketing es diseñar estrategias para fomentar sus atractivos turísticos en general en la comunidad Shuyun Tsachila, buscando incentivar y mejorar la actividad turística. La implementación de un plan estratégico de marketing para fomentar el turismo contribuirá al crecimiento del cantón de Santo Domingo en el ámbito social y económico, causando que el proyecto tenga un impacto positivo en la población de Santo Domingo. Es necesario contar con el apoyo total de sus principales autoridades para que los objetivos estratégicos planteados en el proyecto se realicen con éxito y se logren los resultados esperados. Primero, se procedió a determinar los aspectos generales del cantón como son la delimitación geográfica, clima, población entre otros; de igual manera se realizó un análisis de la situación actual del turismo en este sector, así como un estudio de sus atractivos, planta e infraestructura turística para tener una visión de la situación turística en la que se encuentra el Cantón. La metodología empleada en esta investigación es de carácter descriptivo y analítica sintética. Después, se procedió al estudio de mercado para conocer las principales necesidades, requerimientos de los turistas y propietarios relacionados con el sector empresarial turístico, razón por la cual como técnicas de investigación se aplicaron encuestas y entrevistas. Para finalizar, este trabajo de investigación se diseña un plan estratégico el cual estará compuesto por estrategias de posicionamiento, relaciones públicas y marketing mix para ayudar a la promoción y publicidad del turismo en el cantón de Santo Domingo. | es_ES |
| dc.format.extent | 69 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB, 2020 | 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 | Comunidad Shuyun Tsachila | es_ES |
| dc.subject | Plan estratégico de marketing | es_ES |
| dc.subject | Turismo | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.title | Estrategia de marketing y la promoción turística de la comunidad Shuyun Tsachila, cantón de Santo Domingo, año 2019 | es_ES |
| dc.type | bachelorThesis | es_ES |
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