Plan de Negocio para Productos Turísticos de la Finca Cafetalera “El Cristal” Perteneciente al Barrio Tres Leguas, Parroquia San Sebastián, Cantón Loja, Provincia de Loja

The Coffee Plantation El Cristal, despite being consolidated as a coffee production farm, has not yet developed the tourist activity in it, due to the lack of adequate facilities; it is for all this that a "Business Plan for tourism products of the Coffee Plantation" El Cristal "belonging to the Tres Leguas neighborhood, San Sebastián Parish, Loja Canton of the Province of Loja, is proposed, which is why the preparation of the present investigation. For the development of the research, a general objective was determined: "Prepare a Business Plan for Tourist Products of the Coffee Plantation" El Cristal ". Specific objectives were also set: To carry out a diagnosis of the current situation of Plantation El Cristal; in which it was possible to know the internal situation of the farm. Propose a Business Plan for Tourism products of the Plantation El Cristal, Socialize the Business Plan for tourism products of the Coffee Plantation El Cristal with the owners of the farm and therefore with the Provincial Government of Loja specifically with the Department of Tourism and In this way, obtain recommendations during the development of the investigation. To carry out the study, we use inductive, deductive, descriptive and analytical methods; with what was, selected and analyzed the field information, as well as the generalities of the problem, which allows us to give way to the respective conclusions and possible recommendations. In addition, the inventory, summary and hierarchy sheets of the Ministry of Tourism, through which the current state of the attractions and the level of hierarchy obtained from them could be assessed, thus identifying the tourist attractions to be taken in account in the proposal. With regard to techniques, the interview was used, which allowed us to obtain real information from the people interviewed; the survey was the same as after a sampling was directed to a certain group of people, which allowed us to collect information that helped solve the problem in research direct observation, which allowed to detect the potential of the sector under study. In this way it was necessary to develop the matrix F.O.D.A. (Strengths, Opportunities, Weaknesses and Threats) which allowed us to know the current situation in which Plantation el Cristal and its attractions are located, with which the strategies to design the proposal could be established. The results show the development of the proposed objectives, analyzed the current external and internal status of the Plantation El Cristal through interviews as well as the analysis and interpretation of the surveys applied in the parks of the City of Loja to tourists and inhabitants of the City, the SWOT matrix was finally developed, which made it possible to determine the strategic objectives for the business. A "Business Plan for Tourist 6 Products" was proposed, starting with the definition of the business, description of the mission, mission, values of the company, objectives and strategies for it; with the market study, the offer was analyzed as 0 tourists per year, which leads to the conclusion that the demand is not covered, so there is an unsatisfied demand, since their surroundings do not have these services and the potential demand itself, a projection of 0.50% was made, which showed us positive values of 2928 tourists per year, the analysis of the marketing mix was also carried out; the technical study in which they develop each of the strategic objectives, showing each technical aspect necessary for the correct use of resources; with an installed capacity of 12 during the 365 days of the year, while the capacity used is 3744, the organization of the project where the corporate name of the company is analyzed, how the company is legally constituted and the organizational structure where it is shown the administrative and operative part that the project will have; the financial study that allows analyzing the profitability and feasibility of the project, for which there is an initial investment of $ 75,008.67, which is financed by 66.66% for a credit in the JEP Credit Cooperative and the rest for own capital, throwing us an income of $ 127,670.40 in the first year, with a total cost of $ 67,843.65, resulting in a profit and loss balance of $ 35,698.62; a net flow of $ 51,067.60 with which a V.A.N of $ 73,289.63 could be obtained; a T.I.R. of 24.86; and a PRC of 1 year, 3 months and 10 days, this data was obtained using an increase and decrease of costs equal to 47.60% per year and the environmental study that was carried out through the application of the same Leopold matrix that allowed determining the possible impacts caused by the execution of the project. In the third objective "Socialize the business plan for tourism products of the a Coffee Plantation El Cristal with the owners of the farm and therefore with the provincial government of Loja specifically with the Department of Tourism "a dialogue was held between the owner of the farm, representative of the Tourism Coordination and the general public, who contributed significantly with suggestions, as well as with the conclusions; a) that through the diagnosis carried out the Plantation El Cristal has special characteristics for the tourist activity, however the facilities and tourist services are missing to route it to the tourist market; b) The preparation of the Business Plan will contribute to the start-up of El Cristal Coffee Plantation; to start the tourist activity; providing necessary and optimal services for the visitor; c) With the technical study it was concluded that it is necessary to implement cabins for accommodation and the creation of a social room for tourists; for which it is necessary to apply promotion and publicity strategies for client acquisition d) With the completion of the financial study it is concluded that the implementation of this Business Plan is feasible and will have economic profitability; giving us an IRR of 24.86%; while the recovery of that for every dollar invested will be 25 cents; In the environmental study it was concluded that the start-up of the project will not cause negative environmental impacts because the materials used for the execution of the project will be friendly to the environment and recommendations related to the Business Plan proposal; a) It is recommended to the Ministry of Tourism authorities to support the Tourism 7 Coordination of the Prefecture of Loja in this project to enhance the Coffee Route, which includes the coffee farms of the City and the Province of Loja; b) The owner of the farm is advised to take into consideration the Business Plan as a guide to start the tourist activity within the farm, a tool that will help him to make correct decisions; using promotion and advertising strategies and innovate in each of the services to be offered; c) It is recommended that the owner of the farm take advantage of the support received from both public and private institutions and achieve agreements to start the tourist activity within the farm; d) The owner of the farm is recommended to implement tourism activities due to the reception it will have according to the results of the surveys applied; e) It is recommended that the owner of the farm ask the Provincial Government of Loja for the arrangement of the access road to the farm; taking advantage of the agreement between the farms and this agency.

• Príomhchruthaitheoir: Silva Benavides, Edin Alexander (author)
• Formáid: bachelorThesis
• Teanga: spa
• Foilsithe / Cruthaithe: 2018
• Ábhair: ADMINISTRACIÓN TURÍSTICA; TURISMO
• Rochtain ar líne: http://dspace.unl.edu.ec/jspui/handle/123456789/19875