Programa de promoción para fomentar el desarrollo turístico en el distrito Jama - Pedernales, Manabí- Ecuador

The research aims to design a promotion program for the tourist development of the District Jama - Pedernales, established a methodology based on the authors Condori, 2006; Acuña, 2011; Artacho, 2013; Tamayo, 2012; Composed of four phases, the first one referred to the situational diagnosis that allowed to know the current state of the tourist attractions through the analysis of records of the inventory of resources of the Ministry of Tourism and the application of the SWOT matrix. The second phase was directed in a market study that allowed to identify the main tourist resources that would be promoted in the proposal, in addition it was possible to identify the shortcomings of the tourist infrastructures, also was determined which are the direct competences of the cantons. The third phase consisted in structuring a promotion program for the development and tourism promotion of the attractions of the district through the generation of 4 strategic lines based on product, promotion, distribution and human talent, framed as the following ones: Develop a brand tourism for the cantons, create products for the city, implement tourist signage, identify promotional partnerships, identify broadcast channels, train staff involved, socialize the proposal. In the fourth phase, control and follow-up strategies were developed, which have the function of following the compliance with the proposed actions and activities; through the application of evaluation indicators such as the goals or expected results, that allow to measure the actions and identify the shortcomings to give possible solutions to them.

• Main Author: Lectong Vera, Luis Alfredo (author)
• Format: bachelorThesis
• Language: spa
• Published: 2017
• Subjects: Programa de promoción; Turismo; Desarrollo turístico; Líneas estratégicas
• Online Access: http://repositorio.espam.edu.ec/handle/42000/691