Plan de marketing para el desarrollo turístico de la parroquia Cojimíes provincia de Manabí

This research aimed to develop a marketing plan for tourism development in the Cojimíes parish - province of Manabí. The work was descriptive-exploratory with a mixed approach (qualitative and quantitative). The first phase consisted of the tourist diagnosis using bibliographic review and field visits where it evidenced the tourist potentials and weaknesses as insufficient basic service; management and governance were analyzed by applying interviews and the matrix of stakeholders to local GADs and entrepreneurs, showing as a result the poor relationship, communication and coordination between them. The competition was studied using the Competitive Profile Matrix defining Pedernales as the largest competitor. A strategic tourism analysis was carried out through the SWOT having as main strength the interest of managers and actors for the development of tourism. In the second phase, a market study was developed identifying demand through 196 surveys, stating that 89.3% of visitors are Ecuadorian, 64.29% travel for family tourism and 35.71% for nature, where 90, 3% will share their experiences through social networks. In the offer it was observed that there are lodging, food and beverage establishments, but not all of them are registered, although they work informally. In the third phase, the structure and guidelines of the plan were developed, establishing 3 programs with 12 projects on territorial reorganization and tourism image, strengthening public management and promotion and commercialization for tourism development integrating those involved, trends and natural and cultural diversity of the territory.

• 1. autor: Solórzano Acebo, Stephany Kassandra (author)
• Format: bachelorThesis
• Język: spa
• Wydane: 2019
• Hasła przedmiotowe: Potencialidad turística; Plan de marketing; Promoción turística; Desarrollo sostenible
• Dostęp online: http://repositorio.espam.edu.ec/handle/42000/1118