Estrategias tácticas de marketing turístico para promocionar las regatas de Vinces

Tourism marketing is a fundamental instrument for the development of tourism, which through social networks manages to generate an impact on tourists, users or clients when purchasing a product or service. Likewise, marketing is a strategy to promote festivals, customs and traditions of a certain place. That is why the innovation of strategies in tourism marketing influences the promotion of the Vinces regattas. The objective of this case study is to identify tactical tourism marketing strategies to promote the Vinces regattas, in order to encourage residents and tourists to participate in them. In addition to generating a greater tourist influx, economic income and cultural contribution to the Canton. This case study will mainly benefit the merchants of public and private companies as well as the community that undertake businesses or offer some type of tourist service to obtain economic income. In the present case study, the quantitative and qualitative methodology was applied through descriptive and exploratory methods, that is, by means of a convenience sampling, 100 surveys and one interview were carried out. In addition, bibliographic documentary research was used in which information was obtained on the strategies to be used to promote the Vinces regattas. It is concluded that it is important that the pertinent authorities make use of economic, tourist and human resources to apply new strategies that help to promote the Vinces regattas, through the social networks with greater popularity and advertising campaigns through videos, In this way, a better tourist development and a greater influx of national and international tourists will be achieved in this traditional festival.

• Glavni autor: Carriel Dumes, Marly Xiome (author)
• Format: bachelorThesis
• Izdano: 2021
• Teme: Estrategias; Marketing turístico; Promoción turística; Regatas de Vinces
• Online pristup: http://dspace.utb.edu.ec/handle/49000/9938