Plan de marketing de los productos turísticos del cantón Salcedo.
Salcedo canton is nationally recognized by its traditional flavored ice cream and delicious pinol, and also it has tourist attractions such as Yambo Lagoon and the to the Llanganates National Park entrance. However, there is a lack of knowledge about cantons tourism resources and therefore little ap...
Spremljeno u:
| Glavni autor: | |
|---|---|
| Daljnji autori: | |
| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2023
|
| Teme: | |
| Online pristup: | http://repositorio.utc.edu.ec/handle/27000/11130 |
| Oznake: |
Dodaj oznaku
Bez oznaka, Budi prvi tko označuje ovaj zapis!
|
Dodaj oznaku | Sažetak: | Salcedo canton is nationally recognized by its traditional flavored ice cream and delicious pinol, and also it has tourist attractions such as Yambo Lagoon and the to the Llanganates National Park entrance. However, there is a lack of knowledge about cantons tourism resources and therefore little appreciation on local part residents. The elaboration of the marketing plan is based on the product called Salcedo Cultural Tour. The research has a qualitative approach since it focuses on the interpretation of reality, the social life study and human actions in order to know characteristic aspects of Salcedo Canton. The methodology used for the elaboration of the marketing plan was from the Alberto Pajuelo author where he mentions phases to be followed, which were adapted to specific objectives proposed. To achieve the first one, macro and micro environment of the canton was analyzed to know current status of tourism products through a literature review of PODT's of the parishes Mulalillo 2015-2019, Panzaleo 2015, Mulliquindil 2019- 2023 and Cusubamba 2019- 2023 and documents with relevant information, 6 field trips were conducted, meetings with key stakeholders where interview technique was applied in order to develop PEST analysis. The second objective was to establish market study applying survey technique to determine market segmentation where collected information was analyzed and tabulated through general criteria with demographic, socioeconomic and psychographic variables as well as specific criteria with behavioral and motivational variables. The third objective, strategies were proposed across the marketing mix where they focus on the product, price, promotion and place that were designed based on SWOT analysis and conclude with strategies in order to take advantage of opportunities and enhance the strengths, and then relate it to the MEFI and MEFE matrices in order to analyze internal and external factors. Finally, obtained the results were database of macro and micro environment of tourism products, market segmentation and strategies proposal for promotion and dissemination of tourism product. |
|---|