plan de marketing para los atractivos naturales turísticos de la ciudad de Zaruma, provincia de El Oro

The research work carried out under the title of Marketing Plan for the natural attractions of the town of Zaruma, province of El Oro; It constitutes an economic activity of great importance for the development of peoples because it adds revenue and stimulates the productive activity of its inhabitants. Zaruma Cultural heritage, expressed in customs, traditions, gastronomy and amazing architecture in wood; with narrow, steep streets with coffee aroma, giving way to a historic center of singular beauty, is implanted its economic development in this industry without fireplace which is how it is called tourism. The General of this study objective was to design a Marketing plan for the natural attractions of the town of Zaruma, province of El Oro, and for their compliance with established three specific objectives such as: a diagnosis determined by demand, supply and positioning of Zaruma as a tourist destination; for which 378 surveys were applied to tourists, which once processed the information demonstrate that it is of great importance to the development of tourism in this canton. It was necessary to perform the SWOT analysis to know the internal and external situations of the canton, whose methodology allowed to determine which strengths. and opportunities are positive for the tourist market of Zaruma. In the same way in a second specific objective is proposed marketing Plan for tourism activities in the canton of Zaruma, as a result of the analysis of internal and external factors, this was proposed a strategic plan for two years where sets out the strategic objectives that are taken into account to improve the management of it the following process is based on three strategic objectives, initiating proposing the implementation of an information Bureau and diffusion of the natural attractions of the canton, specifying the goal, strategy, policies, tactics, responsible, time and resources, indicators and budget. The strategic objective two: designing an advertising plan to spread the natural attractions of the zaruma canton, specifying the goal, strategy, policies, tactics, responsible, time and resources, indicators and budget, for it proposes a triptych, hoarding, radial wedge.; then three strategic objective is to develop a plan for tourism training aimed at native guides where obtained the license of tourist guide zaruma canton, proposed for its implementation: goal, strategy, policies, tactics, responsible, time and resources, indicators and budget, the plan of training with the axis subjects, adds hours to apply, the methodology and evaluation to apply for the approval of the course of native guides. Finally the specific objective: socialization of the activities proposed in the Plan of Marketing and joint responsibility between public and private undertakings for immediate application, are proposed by the goal, strategies, policies, leaders, resources, execution, justification and determination of the advantages and disadvantages. As conclusion of this research is that the project "MARKETING PLAN for the natural attractions of the town of ZARUMA, province of gold" is possible because it brings to the tourism development, the generation of jobs and the economic improvement of the canton, Zaruma. It is also important, the Mayor of this noble Canton contributes to the fulfilment of this project that would give as the generation of a tourism product that you promote their sites and at the same time allow to generate better economic resources with the direct participation of its inhabitants.

• Autore principale: Espinoza Román, Marly Anabel (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2015
• Soggetti: ADMINISTRACIÓN TURISTICA; PLÁN MARKETING ATRACTIVOS NATURALES; TURÍSTICOS CIUDAD DE ZARUMA; PROVINCIA DE EL ORO
• Accesso online: http://dspace.unl.edu.ec/jspui/handle/123456789/12056