Incidencia del marketing en el fortalecimiento de la demanda en la empresa de turismo comunitario, casa cóndor de la provincia de Chimborazo parroquia San Juan

Community-based tourism has emerged as a viable strategy for local development and the preservation of cultural and environmental identity. This study analyzes the impact of tourism marketing on the strengthening of demand for the community tourism company “Casa Condor,” located in the Chimborazo Province, Ecuador. It examines the challenges faced by Casa Condor, such as the lack of effective marketing strategies and the dependence on intermediaries to promote its services. The primary objective is to determine the influence of tourism marketing on increasing demand for Casa Cóndor’s tourism services. The methodology employed for this research involved a documentary, quantitative, and field-based approach, integrating analysis of primary sources and statistical data processing. Results revealed that digital marketing strategies are essential for enhancing visibility and attracting visitors to “Casa Cóndor.” Key identified strategies include website creation, implementation of content marketing campaigns, and utilization of digital tools such as email marketing and influencer marketing. In conclusion, tourism marketing significantly impacts the strengthening of demand in community tourism enterprises such as “Casa Condor.” Consequently, active implementation of the digital marketing strategies identified in this research is recommended, along with staff training in these techniques and ongoing monitoring to assess impact and adjust strategies as needed.

• 1. autor: Guevara Muñoz, Alex Paúl (author)
• Format: bachelorThesis
• Język: spa
• Wydane: 2024
• Hasła przedmiotowe: Turismo comunitario; Marketing; Demanda; Sostenibilidad; Casa Cóndor; Chimborazo; San Juan
• Dostęp online: http://dspace.unach.edu.ec/handle/51000/14360