Plan de marketing digital para potencializar el turismo en el cantón Portoviejo
The present investigation had as its main objective the elaboration of a digital marketing plan to potentiate tourism in Portoviejo canton, for this reason a methodology with a mixed approach (Qualitative-Quantitative) was proposed, which consisted of four phases, in the first one A situational diag...
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| Format: | bachelorThesis |
| Sprache: | spa |
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2023
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| Online Zugang: | http://repositorio.espam.edu.ec/handle/42000/2104 |
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| author | Zambrano Mera, Omairys Dalena |
| author2 | Zambrano Olalla, Robinson Fabricio |
| author2_role | author |
| author_facet | Zambrano Mera, Omairys Dalena Zambrano Olalla, Robinson Fabricio |
| author_role | author |
| collection | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| dc.contributor.none.fl_str_mv | Párraga Basurto, Yadira Beatriz |
| dc.creator.none.fl_str_mv | Zambrano Mera, Omairys Dalena Zambrano Olalla, Robinson Fabricio |
| dc.date.none.fl_str_mv | 2023-03-20T15:37:35Z 2023-03-20T15:37:35Z 2023-02 |
| dc.format.none.fl_str_mv | 137 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://repositorio.espam.edu.ec/handle/42000/2104 |
| 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 | Plan de Marketing Marketing Digital Promoción turística Potencialización turística |
| dc.title.none.fl_str_mv | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The present investigation had as its main objective the elaboration of a digital marketing plan to potentiate tourism in Portoviejo canton, for this reason a methodology with a mixed approach (Qualitative-Quantitative) was proposed, which consisted of four phases, in the first one A situational diagnosis was carried out to know the characteristics of the study area, in the second phase a market study was prepared to analyze supply, demand and competition, in the third phase the potentialities of the destination were evaluated by analyzing existing products and proposing new products. Finally, the marketing plan was designed and promotion strategies were proposed. It was evidenced that the destination presents deficiencies in various sectors from management, infrastructure, lack of investment and insufficient dissemination of tourism resources. Regarding the market, it was known that most of the attractions are of hierarchy III, there are various tourist establishments, the demand mostly visits Portoviejo for the gastronomy, foreign visitors are mainly Colombians and they obtain information through the internet. From the study of the potentialities, it was obtained as a result that the Crucita beach is the most potential place and new products have been evidenced. Finally, marketing mix strategies were established and programs and projects aimed at distribution channels, tourism brand, investment, positioning and tourism promotion of the canton were proposed. In conclusion, Portoviejo has favorable elements for the development and potentialization of tourism that can be promote through a digital marketing plan. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | ESPAM_6e4b48edb38228b74df4cd03d1ae6a18 |
| 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:42000/2104 |
| publishDate | 2023 |
| 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 digital para potencializar el turismo en el cantón PortoviejoZambrano Mera, Omairys DalenaZambrano Olalla, Robinson FabricioPlan de MarketingMarketing DigitalPromoción turísticaPotencialización turísticaThe present investigation had as its main objective the elaboration of a digital marketing plan to potentiate tourism in Portoviejo canton, for this reason a methodology with a mixed approach (Qualitative-Quantitative) was proposed, which consisted of four phases, in the first one A situational diagnosis was carried out to know the characteristics of the study area, in the second phase a market study was prepared to analyze supply, demand and competition, in the third phase the potentialities of the destination were evaluated by analyzing existing products and proposing new products. Finally, the marketing plan was designed and promotion strategies were proposed. It was evidenced that the destination presents deficiencies in various sectors from management, infrastructure, lack of investment and insufficient dissemination of tourism resources. Regarding the market, it was known that most of the attractions are of hierarchy III, there are various tourist establishments, the demand mostly visits Portoviejo for the gastronomy, foreign visitors are mainly Colombians and they obtain information through the internet. From the study of the potentialities, it was obtained as a result that the Crucita beach is the most potential place and new products have been evidenced. Finally, marketing mix strategies were established and programs and projects aimed at distribution channels, tourism brand, investment, positioning and tourism promotion of the canton were proposed. In conclusion, Portoviejo has favorable elements for the development and potentialization of tourism that can be promote through a digital marketing plan.La presente investigación tuvo como objetivo principal la elaboración de un plan de marketing digital para potencializar el turismo en el cantón Portoviejo, por esta razón se propuso una metodología con enfoque mixto (Cualitativo-Cuantitativo), que constó de cuatro fases, en la primera se realizó un diagnóstico situacional para conocer las características del área de estudio, en la segunda fase se elaboró un estudio de mercado para analizar la oferta, demanda y competencia, en la tercera fase se evaluaron las potencialidades del destino analizando productos existente y proponiendo nuevos productos. Por último, se diseñó el plan de marketing y se propusieron estrategias de promoción. Se evidenció que el destino presenta deficiencia en varios sectores desde la gestión, la infraestructura, la falta de inversión y la insuficiente difusión de los recursos turísticos. En cuanto al mercado se conoció que la mayoría de atractivos son de jerarquía III, existe variedad de establecimientos turísticos, la demanda mayormente visita Portoviejo por la gastronomía, los visitantes extranjeros son principalmente colombianos y se informan mediante internet. A partir del estudio de las potencialidades se obtuvo como resultado que la playa Crucita es el lugar más potencial y se han evidenciado nuevos productos. Finalmente se establecieron estrategias de marketing mix y se propusieron programas y proyectos direccionados a canales de distribución, marca turística, inversión, posicionamiento y promoción turística del cantón. En conclusión, Portoviejo posee elementos favorables para el desarrollo y la potencialización turística que se pueden promover a través de un plan de marketing digital.Calceta: ESPAM MFLPárraga Basurto, Yadira Beatriz2023-03-20T15:37:35Z2023-03-20T15:37:35Z2023-02info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis137 p.application/pdfhttp://repositorio.espam.edu.ec/handle/42000/2104spaAtribución-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:ESPAM2025-12-30T06:46:28Zoai:null:42000/2104Institucionalhttps://repositorio.espam.edu.ec/Universidad públicahttp://www.espam.edu.ec/https://repositorio.espam.edu.ec/oai.Ecuador...opendoar:02025-12-30T06:46:28Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabífalse |
| spellingShingle | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo Zambrano Mera, Omairys Dalena Plan de Marketing Marketing Digital Promoción turística Potencialización turística |
| status_str | publishedVersion |
| title | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo |
| title_full | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo |
| title_fullStr | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo |
| title_full_unstemmed | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo |
| title_short | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo |
| title_sort | Plan de marketing digital para potencializar el turismo en el cantón Portoviejo |
| topic | Plan de Marketing Marketing Digital Promoción turística Potencialización turística |
| url | http://repositorio.espam.edu.ec/handle/42000/2104 |