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...
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| 格式: | bachelorThesis |
| 语言: | spa |
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2021
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| 在线阅读: | http://repositorio.espam.edu.ec/handle/42000/1600 |
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添加标签 | _version_ | 1838775949589479424 |
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| author | Bravo Vera, José Luis |
| author2 | Ortiz Bravo, María José |
| author2_role | author |
| author_facet | Bravo Vera, José Luis Ortiz Bravo, María José |
| author_role | author |
| collection | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| dc.contributor.none.fl_str_mv | Bayas Escudero, Johnny Patricio |
| dc.creator.none.fl_str_mv | Bravo Vera, José Luis Ortiz Bravo, María José |
| dc.date.none.fl_str_mv | 2021-12-03T16:32:59Z 2021-12-03T16:32:59Z 2021-11 |
| dc.format.none.fl_str_mv | 125 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://repositorio.espam.edu.ec/handle/42000/1600 |
| 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 | Turismo rural Emprendimiento rural Marketing turístico Plan de marketing |
| dc.title.none.fl_str_mv | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | ESPAM_f4ea414c09acd646e842a5d0998caba9 |
| 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:repositorio.espam.edu.ec:42000/1600 |
| publishDate | 2021 |
| 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 | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de ManabíBravo Vera, José LuisOrtiz Bravo, María JoséTurismo ruralEmprendimiento ruralMarketing turísticoPlan de marketingThe 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.Esta investigación tuvo como principal objetivo, diseñar un plan de marketing para la sostenibilidad económica de los emprendimientos de turismo rural en la provincia de Manabí. Utilizando como referencia la metodología de Navarro y Vargas, se definieron tres fases; primero se elaboró el diagnóstico situacional, donde se caracterizó el territorio y los emprendimientos turísticos rurales. Luego, se realizó un estudio de mercado, analizando los componentes de oferta, demanda y competencia enfocados en elementos de marketing. También, se desarrolló la propuesta del plan, así como sus siete estrategias de marketing mix, permitiendo la estructuración del plan de acción con once lineamientos. La investigación identificó como principales resultados: problemáticas en los servicios básicos, sumada a la crisis socioeconómica consecuente de la COVID-19; así como la deficiencia en la gestión del marketing; en cuanto al perfil del visitante, se ha evidenciado que es mayormente local y prioriza la bioseguridad por sobre la calidad y precio al momento de desplazarse con familia, pareja o amigos; ante esto, se plantearon capacitaciones que mejoren los servicios. Por otra parte, la competencia más fuerte para Manabí resultó ser Guayas por la calidad de sus productos, servicios y amplia publicidad digital. Considerando todas estas razones, el plan de marketing brinda directrices para la promoción y comercialización mediante: uso de medios digitales y tradicionales; ampliación de la oferta turística; vinculación con organizaciones públicas y privadas; fortalecimiento de la seguridad sanitaria; estandarización de precios y productos; aprovechamiento de recursos en zonas estratégicas; facilidad en accesibilidad y fidelización de los clientes.Calceta: ESPAM MFLBayas Escudero, Johnny Patricio2021-12-03T16:32:59Z2021-12-03T16:32:59Z2021-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis125 p.application/pdfhttp://repositorio.espam.edu.ec/handle/42000/1600spaAtribución-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:ESPAM2021-12-03T16:33:00Zoai:repositorio.espam.edu.ec:42000/1600Institucionalhttps://repositorio.espam.edu.ec/Universidad públicahttp://www.espam.edu.ec/https://repositorio.espam.edu.ec/oai.Ecuador...opendoar:02025-07-27T05:14:34.062514Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabítrue |
| spellingShingle | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí Bravo Vera, José Luis Turismo rural Emprendimiento rural Marketing turístico Plan de marketing |
| status_str | publishedVersion |
| title | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí |
| title_full | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí |
| title_fullStr | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí |
| title_full_unstemmed | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí |
| title_short | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí |
| title_sort | Marketing del turismo rural en la sostenibilidad económica de los emprendimientos rurales de Manabí |
| topic | Turismo rural Emprendimiento rural Marketing turístico Plan de marketing |
| url | http://repositorio.espam.edu.ec/handle/42000/1600 |