Plan de marketing de los productos turísticos del cantón Sigchos.
Sigchos canton is located northwest of the province of Cotopaxi, has 4 rural parishes which are: Chugchilan, Isinlivi, Palo Quemado, Las Pampas, the canton is emblematically recognized with the name "Hanging Garden of the Andes" because it is located in the Andean region enjoying an impres...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | |
| التنسيق: | bachelorThesis |
| اللغة: | spa |
| منشور في: |
2024
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://repositorio.utc.edu.ec/handle/27000/11956 |
| الوسوم: |
إضافة وسم
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إضافة وسم | الملخص: | Sigchos canton is located northwest of the province of Cotopaxi, has 4 rural parishes which are: Chugchilan, Isinlivi, Palo Quemado, Las Pampas, the canton is emblematically recognized with the name "Hanging Garden of the Andes" because it is located in the Andean region enjoying an impressive natural beauty, scenic and geographical, also has natural resources in which you can develop different tourist activities, however, However, there is no interest on the part of the local authorities and the population of the canton, since livestock and agriculture are the main means of production, leaving aside the development of other fields, especially tourism, and there is also a lack of knowledge of the tourist resources of the canton, since there is no developed model of tourism promotion or marketing. In this context the objective proposed for the research is the creation of a "Marketing plan for the tourism products of the Sigchos canton" carried out by (Sabando and Vasconez, 2023) this research has a qualitative approach because it focuses on making an interpretation of the reality of the canton and tourism products. The methodology used to carry out the development of the Marketing Plan was the methodology proposed by Alberto Pajuelo, which emphasizes the phases to follow to propose marketing strategies, for this development 3 specific objectives were proposed, the first analyzes the macro and micro environment to know the current status of tourism products through literature review, and the work based on the thesis "Identification and Development of Tourism Products for the Sigchos canton, province of Cotopaxi", review of the PDOT of the 4 parishes, 6 field trips were made and the meeting with key actors especially with the tourism department of the canton, the interview was applied to corroborate the information obtained and a PEST analysis was conducted for the macro and micro environment analysis of the canton. The second objective was to establish the market study through the application of surveys conducted in the different parishes of the canton Sigchos and the main tourist attraction Quilotoa, to obtain the market segmentation was taken into account the characteristics and preferences of 379 tourists surveyed based on the 4 variables of demographic, geographic, psychographic and behavioral segmentation. Finally, the third objective in which the strategies through the marketing mix are focused on the product, price, place and promotion were designed based on the SWOT analysis to later relate them with the MEFI and MEFE matrices analyzing the internal and external factors of the environment and finish with the elaboration of the crossed SWOT matrix and the strategic matrix to establish the strategies in favor of the tourist products based on the 4Ps of marketing. |
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