Plan de marketing turístico para el parque nacional Podocarpus sector San Francisco.
The Reserve Arcoíris, is found in the cloud forest in the San Francisco part in the north of Podocarpus National Park, in the Zamora Chinchipe province 23 KM from the city of Loja. Because of this, it is one of the most important areas of the region because one can easily see many Romerillos and Pod...
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| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2013
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| Online dostop: | http://dspace.unl.edu.ec/jspui/handle/123456789/20271 |
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Označite | Izvleček: | The Reserve Arcoíris, is found in the cloud forest in the San Francisco part in the north of Podocarpus National Park, in the Zamora Chinchipe province 23 KM from the city of Loja. Because of this, it is one of the most important areas of the region because one can easily see many Romerillos and Podocarpus trees, native conifers of Ecuador that give the park its name. Currently, a touristic marketing plan needs to be developed so that the reserve will be more promoted and known on the local, national and international level; and in this way help to increase visitors to the region. The Fundación Ecologica Arcoisris is a NGO. The administration of the reserve is the responsibility of the Fundación Ecologica Arcoiris, founded a few decades ago in Loja by a group of university students interested in conserving the natural patrimony of the southern Ecuadorian region. With the present investigative work, they hope to give a basic outline for the development of a Touristic Marketing plan for which they have suggested objectives for the development of the Reserva Ecológica Arcoíris. The principle objective of the work is “to realize a touristic marketing plan for the San Francisco region of the Podocarpus National Park”. To do this they have determined specific objectives: to complete an analysis and diagnostic of the tourism situation in the San Francisco region of the Podocarpus National Park, elaborate the marketing strategies (product, price, place and promotion) in the park, complete the socialization of the results obtained at the end of the thesis project of the park. All of these objectives contribute to the development of the general objective. For every one of the objectives they applied methodologies and techniques for their development. To do the analysis and diagnostic of the tourism situation in the San Francisco region of the Podocarpus National Park the methodology of interviews and surveys on the directives of the Fundación Ecológico Arcoirs in which detailed information from an External and Internal diagnostic of the foundation were obtained. This information was obtained previous to a survey or interview. With respect to the application of marketing strategies (product, price, place and promotions) in the San Francisco region of the Podocarpus National Park, a sample survey of high school students, and students of various universities and institutions with degrees close to the theme of the investigation was taken These surveys allowed us to define the pastimes and preferences of our market. In the great majority of educational establishments, presidents for the next school year allowed for the possible participation of their students in the type of outing. Of course congratulations are in order to those who make up the Fundación Ecológica Arcoíris for their active participation in the environmental education with the young children and the community in general. For the structuring and costs packets the Reserva San Francisco established two tourism packets, of one and two days that combine eco-tourism activities and environmental education for which they take into account our segment of the market. For the determination of the strengths, opportunities, weaknesses and threats, we have compiled the vast majority of relevant information in the area to plan, in order to establish the original factors. In order to realize the socialization of the obtained results and the end of the thesis project for the San Francisco section of the Podocarpus National Park we used the methodology of a diagnostic in which was taken into account the functions of the Reserva Arcoiris in order to socialize the obtained results by means of the development of the present investigation. When the investigative phases are complete they will be the final results proposal, the Marketing Plan for the Reserva Arcoiris that facilitates the promotion and diffusion of the different activities and services the reserve offers so they will be known by their visitors, so they can enjoy and appreciate the different natural attractions of the sites that exist in the reserve, that help to spread and promote this as a site important to tourism. In the proposal the details and promotional materials of the marketing plan used are detailed, so that the respective budgets that is necessary to invest for promotion and diffusion are clear. In the budget public costs are detailed. With the proposal we try to promote tourism as a sustainable development strategy, avoid causing negative impacts to the biological elements of the Reserva. Further the promotion and diffusion is about more visitors coming to the region and in this way the visitors will learn the importance of the natural area, with the promotional material that captured most of their attention and optimize their knowledge. Finally it expounds the recommendations that will be directed by the Fundación Ecológico Arcoíris, the administrators of the reserve, so that they work with the educational institutions and the travel agencies with the goal of promoting the reserve as a tourism site. |
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