Plan de marketing para potencializar el sector turístico rural del Cantón Bolívar

The purpose of this research was to carry out a marketing plan approached to contribute to the tourism development in the rural areas of the Bolívar canton. The methodology relies on three phases; the first one was the characterization of the study area, to evaluate the rural tourism potential for the development of tourist activities, especially in alternative modalities. The canton's economic activities are based on trade and agriculture, the tourism system is made up of natural and cultural resources, but the territory showed a limited tourist infrastructure and deficit in its promotion. In the second phase, the analysis of the tourist potential of the canton was performed; it was found that its tourist supply is structured by a total of 8 accommodation establishments, 26 formal restaurants and 8 entertainment centers. Later, a potentiality matrix was also produced, resulting in the Sarita organic farm with the greatest potential, and the Mil Pesos Hill, the one with the least. The tourist profile was identified in the demand study; a competitor’s comparative analysis was carried out which considered Chone and El Carmen cantons as a reference rivals due to their similarities in terms of natural and cultural resources, after the analysis, it was found that Chone was the main competitor. At the end of the phase, a SWOT matrix for strategic analysis was applied where reorientation strategies were established. In third phase, the marketing plan was developed, structured on a base of four axes with their programs that correspond to marketing, offer development, market knowledge, and the offer positioning and communication, these axes are rely on 4 variables appropriate to MIX marketing aimed to boost the rural tourism sector of the Bolívar canton.

• Main Author: Vélez Moreira, Kimberly Michell (author)
• Format: bachelorThesis
• Language: spa
• Published: 2020
• Subjects: Plan de marketing; Turismo rural; Desarrollo turístico
• Online Access: http://repositorio.espam.edu.ec/handle/42000/1294