Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19
The objective of this research was to design a marketing plan for the reactivation of the tourism sector in Portoviejo canton. In the first phase, the development of the situational diagnosis was carried out to identify the current conditions of the postcovid-19 tourism sector in Portoviejo, in the...
Saved in:
| Main Author: | |
|---|---|
| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2022
|
| Subjects: | |
| Online Access: | http://repositorio.espam.edu.ec/handle/42000/1947 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Add Tag | _version_ | 1856532495268315136 |
|---|---|
| author | Rendón Giler, Andrea Lilibeth |
| author_facet | Rendón Giler, Andrea Lilibeth |
| author_role | author |
| collection | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| dc.contributor.none.fl_str_mv | Mejía Ramos, Maribel |
| dc.creator.none.fl_str_mv | Rendón Giler, Andrea Lilibeth |
| dc.date.none.fl_str_mv | 2022-11-07T15:54:27Z 2022-11-07T15:54:27Z 2022-10 |
| dc.format.none.fl_str_mv | 178 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://repositorio.espam.edu.ec/handle/42000/1947 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Calceta: ESPAM MFL |
| dc.rights.none.fl_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Escuela Superior Politécnica Agropecuaria de Manabí instname:Escuela Superior Politécnica Agropecuaria de Manabí instacron:ESPAM |
| dc.subject.none.fl_str_mv | Estudio de Mercado Pandemia Turismo Plan de Marketing Reactivación |
| dc.title.none.fl_str_mv | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The objective of this research was to design a marketing plan for the reactivation of the tourism sector in Portoviejo canton. In the first phase, the development of the situational diagnosis was carried out to identify the current conditions of the postcovid-19 tourism sector in Portoviejo, in the second a market study was carried out to analyze supply, demand and competition, finally, structured improvements for the promotion or dissemination of the tourist attractions and resources of the destination. It was observed that the destination has deficiencies in the use of bio-protocols to provide security to tourists through the service provided. The evaluation of the offer allowed to establish the potentiality of the tourist attractions, determined 12 with a high level and 10 with an emerging level; the results of the survey showed that the demand is mainly interested in visiting archaeological sites; in the analysis of the competition, it was found that the main competitors of the destination are Manta and Puerto López. Finally, strategies were established under the 4P approach of the marketing mix (5 directed to the product, 3 related to the price, 3 in relation to the place and 5 around the promotion), made up of 13 projects that seek to promote the use of technological tools for the positioning of Portoviejo. In conclusion, the Creative City of UNESCO Portoviejo has ideal characteristics to achieve tourism development, but requires better marketing management. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | ESPAM_086e62321ee31b7eef46653a5f86c563 |
| instacron_str | ESPAM |
| institution | ESPAM |
| instname_str | Escuela Superior Politécnica Agropecuaria de Manabí |
| language | spa |
| network_acronym_str | ESPAM |
| network_name_str | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| oai_identifier_str | oai:null:42000/1947 |
| publishDate | 2022 |
| publisher.none.fl_str_mv | Calceta: ESPAM MFL |
| reponame_str | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabí |
| repository_id_str | 0 |
| rights_invalid_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ |
| spelling | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19Rendón Giler, Andrea LilibethEstudio de MercadoPandemiaTurismoPlan de MarketingReactivaciónThe objective of this research was to design a marketing plan for the reactivation of the tourism sector in Portoviejo canton. In the first phase, the development of the situational diagnosis was carried out to identify the current conditions of the postcovid-19 tourism sector in Portoviejo, in the second a market study was carried out to analyze supply, demand and competition, finally, structured improvements for the promotion or dissemination of the tourist attractions and resources of the destination. It was observed that the destination has deficiencies in the use of bio-protocols to provide security to tourists through the service provided. The evaluation of the offer allowed to establish the potentiality of the tourist attractions, determined 12 with a high level and 10 with an emerging level; the results of the survey showed that the demand is mainly interested in visiting archaeological sites; in the analysis of the competition, it was found that the main competitors of the destination are Manta and Puerto López. Finally, strategies were established under the 4P approach of the marketing mix (5 directed to the product, 3 related to the price, 3 in relation to the place and 5 around the promotion), made up of 13 projects that seek to promote the use of technological tools for the positioning of Portoviejo. In conclusion, the Creative City of UNESCO Portoviejo has ideal characteristics to achieve tourism development, but requires better marketing management.Esta investigación tuvo como objetivo diseñar un plan de marketing para la reactivación del sector turístico del cantón Portoviejo. En la primera fase se realizó la elaboración del diagnóstico situacional para la identificación de las condiciones actuales del sector del turismo postcovid-19 de Portoviejo, en la segunda se desarrolló un estudio de mercado para analizar la oferta, demanda y competencia, por último, se estructuraron mejoras para la promoción o difusión de los atractivos y recursos turísticos del destino. Se observó que el destino presenta deficiencias en cuanto al uso de bio-protocolos para brindar seguridad a los turistas a través del servicio brindado. La evaluación de la oferta permitió establecer la potencialidad de los atractivos turísticos, determinado 12 con nivel alto y 10 con nivel emergente; los resultados de la encuesta demostraron que la demanda se interesa principalmente por sitios arqueológicos para su visita; en el análisis de la competencia se encontró que los principales competidores del destino son Manta y Puerto López. Finalmente, se establecieron estrategias bajo el enfoque 4P del marketing mix (5 direccionadas al producto, 3 relacionadas al precio, 3 en relación a la plaza y 5 en torno a la promoción), conformadas por 13 proyectos que buscan potenciar el uso de herramientas tecnológicas para el posicionamiento de Portoviejo. En conclusión, la Ciudad Creativa de la UNESCO Portoviejo, posee características idóneas para alcanzar el desarrollo turístico, pero requiere de una mejor gestión del marketing.Calceta: ESPAM MFLMejía Ramos, Maribel2022-11-07T15:54:27Z2022-11-07T15:54:27Z2022-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis178 p.application/pdfhttp://repositorio.espam.edu.ec/handle/42000/1947spaAtribución-NoComercial-SinDerivadas 3.0 Ecuadorhttp://creativecommons.org/licenses/by-nc-nd/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Escuela Superior Politécnica Agropecuaria de Manabíinstname:Escuela Superior Politécnica Agropecuaria de Manabíinstacron:ESPAM2025-12-30T06:36:47Zoai:null:42000/1947Institucionalhttps://repositorio.espam.edu.ec/Universidad públicahttp://www.espam.edu.ec/https://repositorio.espam.edu.ec/oai.Ecuador...opendoar:02025-12-30T06:36:47Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabífalse |
| spellingShingle | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 Rendón Giler, Andrea Lilibeth Estudio de Mercado Pandemia Turismo Plan de Marketing Reactivación |
| status_str | publishedVersion |
| title | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 |
| title_full | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 |
| title_fullStr | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 |
| title_full_unstemmed | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 |
| title_short | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 |
| title_sort | Plan de marketing para reactivar el sector turístico de la ciudad creativa Portoviejo post covid-19 |
| topic | Estudio de Mercado Pandemia Turismo Plan de Marketing Reactivación |
| url | http://repositorio.espam.edu.ec/handle/42000/1947 |