PLAN DE MARKETING TURÍSTICO DE LAS FIESTAS CÍVICAS, CULTURALES Y RELIGIOSAS DEL CANTÓN CATAMAYO, PROVINCIA DE LOJA

Ecuador hidden around the globe, strategically located in the middle of the world, bathed by the Pacific Ocean paradise, has a variety of climates, landscapes, customs, traditions, folklore, ethnic and excellence in gastronomy imitated but never equaled. This piece of paradise is conducive to tourism development, because thanks to its unique contrasts encantadres and is equipped with a variety of areas of great tourist attraction that generate foreign exchange, reactivate the economy, investment and help improve the quality of life of its settlements increased more jobs. All these opportunities make this country and indeed the province of Loja an option to know and enjoy. Catamayo is one of sixteen districts of the province of Loja strategically located with its pleasant climate, has great natural and cultural beauty, now all resources have not been properly exploited and essentially pointing their festivities live around the corner from the rural to the urban, feasting and celebrating it every month something different every year, the need arose to propose a "Plan of Tourist Marketing of civic, cultural and religious holidays of the Canton Catamayo, Loja Province". Therefore, the overall objective of this research is to develop a marketing plan for civic, cultural and religious festivals, helping the tourism and economic development, the canton Catamayo, Loja province; in order to promote and publicize all their festivities, therefore, it is to position the festivities Catamayo as tourist attractions in the southern region. Once given the general objective defined three strategic objectives: To make a diagnosis of the current situation of civic, cultural and religious holidays of the canton Catamayo; Propose a marketing plan for civic, cultural and religious festivals of Catamayo, allowing positioning them as a tourist attraction in the Southern Region; and Socialize the proposed marketing plan with the authorities of the canton Catamayo. To carry out the diagnosis of the current situation of civic, cultural and religious holidays of the canton Catamayo, inductive, descriptive and historical method was used, therefore, an external analysis and internal analysis was prepared; however, in the external analysis it took into account several factors: the demographic factor, economic, political, cultural and technological further 380 surveys were applied to the inhabitants of the county. Subsequently, the internal analysis, which is already the product of my research focuses on this case festivities for that reason the first five interviews directed to Ms. was done was done. Diana Castillo Municipal Tourism Coordinator GAD and the remaining four he applied them to the priests of the canton, who provided information about the festivities, also its strengths, weaknesses, opportunities, threats; likewise, lifting techniques on each of the sheets was performed holidays, also made a summary tab, subsequently, the tourism plant in the canton Catamayo was investigated and, to complete this objective matrix SWOT analysis developed in this strategy was evident the strengths, 5 weaknesses, opportunities and threats, thus, the shortcomings and needs in Catamayo determined. To fulfill the second objective, which is to propose a marketing plan for civic, cultural and religious festivals of Catamayo, allowing positioning them as a tourist attraction in the Southern Region, deductive and descriptive method was used. However, for the development of this specific target three strategic objectives was used: first make an advertising and promotion plan, the second conduct a training program for local guides and the third implementation of an I-Tur Annex located within the Recreation Center "Elisha Arias Carrion". However, these proposals are the projected order to eliminate weaknesses and avoid threats. To develop the third objective socialized method was used, therefore, was announced the proposal to the municipal authorities, the central pastor and people of Catamayo, for this purpose a control sheet assistance was used to register the viewers also photographs and slides for better understanding and presentation was used. Therefore, the results look to solve the projected targets, giving a solution to the problem, with aim is to: increase tourist visits by developing a plan for advertising and promotion; Improve and optimize individual and social capacity to contribute to tourism development in the Catamayense population through a training program for native guides; Provide tourist information to tourists and visitors to know the attractions, festivities and how to access them. With the preparation of this work has been concluded that Catamayo live a variety of festivities, which are tourism resources that allow the fellowship, generate foreign exchange, for that reason, it is necessary that these parties are within the project planning in the future; therefore, it is recommended that the relevant authorities at parties canonization all parties involved are integrated, not only urban areas but also rural community, in order that there Catamayense brotherhood between people.

• Autor principal: JIMÉNEZ LIMA, EDWIN JHONATAN (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2016
• Matèries: administracion turistica; plan de marketing turistico; culrurales y religiosas; fiestas civicas
• Accés en línia: http://dspace.unl.edu.ec/jspui/handle/123456789/12716