Plan de marketing de los productos turísticos de la parroquia Guaytacama, cantón Latacunga, provincia de Cotopaxi

The Guaytacama parish located in the Latacunga canton, Cotopaxi province, it is recognized for the corn tortillas by originating from the site, and the Lord Sanctuary from Tree located in the Cuicuno neighborhood, but it does not have the proper tourist from promotion tourist products, according to the research project "Tourist products and attractions from Guaytacama parish, Latacunga canton, Cotopaxi province", it has been inventoried 15 attractions, starting which have been elaborated two tourist products called: "History Route, Art and Dishes” and “Route, The Way to the Lord of the Tree Cuicuno''. That is, why the current research project seeks to design a marketing plan, through a market study, what allows knowing the supply and demand for the tourism strategies proposal in the Guaytacama parish. The used methodology is from the Cohen William (2008) author, called “The marketing plan” and from the authors Pacheco Idalia and Tinajero Fabricio (2015), titled “Introduction to marketing”. To carry out the project, it has been proposed three specific objectives: The first, to analyze the macro and microenvironment from Guaytacama parish to know the tourism products current state, through bibliographic review, field trips, key actors’ selection and interview application. It could evidence, which the tourist attractions are in good condition, due to the constant maintenance, what has been provided to them, the only deficiency is, which the tourist plant is lacking. As a second aim, to identify the tourist profile for the definition its characteristics, through the market study, through the survey design and application, these were applied in different strategic points with the greatest tourists influx, through the sampling calculation, it was surveyed the to 375 people and after that, it was determined, what the tourist type, who visits the Guaytacama parish are national tourists, the majority residents from Quito city and Latacunga city, the age range is 26 to 30 years old, the majority travel in family, the main reason for their visit is the cultural and gastronomic sphere, being with the Sanctuary from Lord of the Tree and corn tortillas, which predominates in the parish. And finally, to develop strategies, through the marketing mix, which allows the tourist diversification offer in the Guaytacama parish, with the matrix’s application: FODA, MEFI, MEFE, CROSSED FODA AND STRATEGIC MATRIX. By knowing the tourists demographic, socioeconomic, motivational and preferential characteristics, who visit the parish, it has been possible to develop strategies, according to their profile, based on the product, the design a tourist brand for the tourist products promotion and dissemination, for the price, offering the products at a lower cost, with regard to the promotion, advertising material design for dissemination, through the website, social networks, brochures and diptychs. And for the plaza or distribution, to sell tourism products, through digital platforms and create agreements with the University Tourism Center and travel agencies.

• מחבר ראשי: Llumiquinga Sislema, Karen Cristina (author)
• מחברים אחרים: Toaquiza Cando, Esthela Fernanda (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2024
• נושאים: PRODUCTO; TURÍSTICO; TURISMO
• גישה מקוונת: http://repositorio.utc.edu.ec/handle/27000/11863