Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí

The main objective of this research was to design a marketing plan for the economic sustainability of rural tourism entrepreneurships in Manabí province. Using the Navarro and Vargas methodology as a reference, three phases were defined; first, the situational diagnosis was made, where the territory and rural tourism enterprises were characterized. Then, a market study was carried out, analyzing the supply, demand and competition components focused on marketing elements. Also, the plan proposal was developed, as well as its seven marketing mix strategies, allowing the structuring of the action plan with eleven guidelines. The research identified as main results: problems in basic services, added to the consequent socioeconomic crisis of COVID-19; as well as the deficiency in marketing management; according to the visitor's profile, they are mostly local and prioritizes biosecurity, quality and price when traveling with their family, partner or friends; given this, training was proposed to improve services. On the other hand, the strongest competition for Manabí turned out to be Guayas for the quality of its products, services and extensive digital advertising. Considering all these reasons, the marketing plan provides guidelines for promotion and commercialization through: use of digital and traditional media; expansion of the tourist offers; link with public and private organizations; strengthening health security; standardization of prices and products; use of resources in strategic areas; ease of accessibility and customer loyalty.

• المؤلف الرئيسي: Bravo Vera, José Luis (author)
• مؤلفون آخرون: Ortiz Bravo, María José (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2021
• الموضوعات: Turismo rural; Emprendimiento rural; Marketing turístico; Plan de marketing
• الوصول للمادة أونلاين: http://repositorio.espam.edu.ec/handle/42000/1600