Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi.
In the Reencuentro Farm its lands were previously dedicated to agriculture and cattle raising, but in 2020 it changed its infrastructure to dedicate itself to rural and family tourism, offering diverse activities for tourist recreation. The objective of this research is to diagnose the sensory marke...
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| Drugi avtorji: | |
| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2023
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| Teme: | |
| Online dostop: | http://repositorio.utc.edu.ec/handle/27000/11173 |
| Oznake: |
Označite
Brez oznak, prvi označite!
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Označite | _version_ | 1858430313928065024 |
|---|---|
| author | Canchig Llumigusin, Erika Paulina |
| author2 | Iza Quillupangui, Brytany Dayana |
| author2_role | author |
| author_facet | Canchig Llumigusin, Erika Paulina Iza Quillupangui, Brytany Dayana |
| author_role | author |
| collection | Repositorio Universidad Técnica de Cotopaxi |
| dc.contributor.none.fl_str_mv | Ortiz Paredes, William Franklin |
| dc.creator.none.fl_str_mv | Canchig Llumigusin, Erika Paulina Iza Quillupangui, Brytany Dayana |
| dc.date.none.fl_str_mv | 2023-09-27T18:09:34Z 2023-09-27T18:09:34Z 2023-08 |
| dc.format.none.fl_str_mv | 106 páginas application/pdf |
| dc.identifier.none.fl_str_mv | Canchig Llumigusin Erika Paulina, Iza Quillupangui Brytany Dayana (2023); Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. UTC. Latcaunga. 106 p. PI-002611 http://repositorio.utc.edu.ec/handle/27000/11173 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Ecuador : Latacunga: Universidad Técnica de Cotopaxi (UTC) |
| dc.rights.none.fl_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Técnica de Cotopaxi instname:Universidad Técnica de Cotopaxi instacron:UTC |
| dc.subject.none.fl_str_mv | MARKETING SENSORIAL PERCEPCIÓN SENTIDOS VISUALIZACIÓN MERCADOTECNIA |
| dc.title.none.fl_str_mv | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | In the Reencuentro Farm its lands were previously dedicated to agriculture and cattle raising, but in 2020 it changed its infrastructure to dedicate itself to rural and family tourism, offering diverse activities for tourist recreation. The objective of this research is to diagnose the sensory marketing in Granja el Reencuentro, located in Puichig-Machachi, in order to understand how sensory elements are used and have specific objectives; to establish theoretical references of sensory marketing through bibliographic sources, scientific articles, and books and to identify the current situation of sensory elements in Granja el Reencuentro, considering its visitors and customers, and to determine the perceptions that visitors and customers have in the establishment before the sensory stimuli. The study is based on a qualitative approach, transversal, field, and descriptive documentary research, which allowed gathering information on the object of study, which was 121 people surveyed, the technique used for data collection was a survey that measures the variable, this was subjected to the Delphi method which consists of validation and reliability through judges and experts prior to its application. Results were obtained on the characteristics, demographics, segmentation, sample, and hypotheses of each of the senses. The data obtained were analyzed in the statistical software IMB SPSS STATISTICS, by means of Spearman correlations it was possible to identify the most relevant factor within the sensory marketing. As a result, it was determined that visualization was the most related with a calculated p-value of 0.017 < 0.05. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UTC_ecdf83c584b4ccf5aa9fa00450d7d37d |
| identifier_str_mv | Canchig Llumigusin Erika Paulina, Iza Quillupangui Brytany Dayana (2023); Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. UTC. Latcaunga. 106 p. PI-002611 |
| instacron_str | UTC |
| institution | UTC |
| instname_str | Universidad Técnica de Cotopaxi |
| language | spa |
| network_acronym_str | UTC |
| network_name_str | Repositorio Universidad Técnica de Cotopaxi |
| oai_identifier_str | oai:repositorio.utc.edu.ec:27000/11173 |
| publishDate | 2023 |
| publisher.none.fl_str_mv | Ecuador : Latacunga: Universidad Técnica de Cotopaxi (UTC) |
| reponame_str | Repositorio Universidad Técnica de Cotopaxi |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Universidad Técnica de Cotopaxi - Universidad Técnica de Cotopaxi |
| repository_id_str | 0 |
| rights_invalid_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ |
| spelling | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi.Canchig Llumigusin, Erika PaulinaIza Quillupangui, Brytany DayanaMARKETING SENSORIALPERCEPCIÓNSENTIDOSVISUALIZACIÓNMERCADOTECNIAIn the Reencuentro Farm its lands were previously dedicated to agriculture and cattle raising, but in 2020 it changed its infrastructure to dedicate itself to rural and family tourism, offering diverse activities for tourist recreation. The objective of this research is to diagnose the sensory marketing in Granja el Reencuentro, located in Puichig-Machachi, in order to understand how sensory elements are used and have specific objectives; to establish theoretical references of sensory marketing through bibliographic sources, scientific articles, and books and to identify the current situation of sensory elements in Granja el Reencuentro, considering its visitors and customers, and to determine the perceptions that visitors and customers have in the establishment before the sensory stimuli. The study is based on a qualitative approach, transversal, field, and descriptive documentary research, which allowed gathering information on the object of study, which was 121 people surveyed, the technique used for data collection was a survey that measures the variable, this was subjected to the Delphi method which consists of validation and reliability through judges and experts prior to its application. Results were obtained on the characteristics, demographics, segmentation, sample, and hypotheses of each of the senses. The data obtained were analyzed in the statistical software IMB SPSS STATISTICS, by means of Spearman correlations it was possible to identify the most relevant factor within the sensory marketing. As a result, it was determined that visualization was the most related with a calculated p-value of 0.017 < 0.05.En la Granja el Reencuentro sus tierras antes eran dedicadas para la agricultura y la ganadería, pero en el 2020 cambia su infraestructura para dedicarse al turismo rural y familiar, ofreciendo diversas actividades para la recreación turística. Esta investigación tiene como objetivo diagnosticar el marketing sensorial en la Granja el Reencuentro, ubicada en Puichig-Machachi, con el fin de comprender de qué manera se utiliza los elementos sensoriales, y teniendo como objetivos específicos; establecer referentes teóricos del marketing sensorial a través de fuentes bibliográficas, artículos científicos y libros e identificar la situación actual de los elementos sensoriales en la Granja el Reencuentro, considerando sus visitantes y clientes, a su vez determinar las percepciones que tienen los visitantes y clientes en el establecimiento ante los estímulos sensoriales. El estudio se basa en un enfoque cualitativo, trasversal, investigación documental de campo y descriptiva, lo que permitió recopilar información sobre el objeto de estudio, los cuales fueron 121 personas encuestadas, la técnica que se utilizó para la recolección de datos fue una encuesta que mide la variable, esta fue sometida al método Delphi que consiste en la validación y confiabilidad a través jueces y expertos previos a su aplicación. Se obtuvieron resultados de características, demográficas, segmentación, de la muestra e hipótesis de cada uno de los sentidos. Los datos obtenidos fueron analizados en el software estadístico IMB SPSS STATISTICS, mediante correlaciones de Sperman se pudo identificar el factor más relevante dentro del Marketing sensorial. Como resultado se determinó que la visualización fue la que más se relaciona con un p valor calculado de 0.017 < 0,05.Ecuador : Latacunga: Universidad Técnica de Cotopaxi (UTC)Ortiz Paredes, William Franklin2023-09-27T18:09:34Z2023-09-27T18:09:34Z2023-08info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis106 páginasapplication/pdfCanchig Llumigusin Erika Paulina, Iza Quillupangui Brytany Dayana (2023); Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. UTC. Latcaunga. 106 p.PI-002611http://repositorio.utc.edu.ec/handle/27000/11173spahttp://creativecommons.org/licenses/by-nc-sa/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Técnica de Cotopaxiinstname:Universidad Técnica de Cotopaxiinstacron:UTC2023-09-28T08:01:01Zoai:repositorio.utc.edu.ec:27000/11173Institucionalhttp://repositorio.utc.edu.ec/Universidad públicahttps://www.utc.edu.ec/..Ecuador...opendoar:02026-03-01T03:44:02.359037Repositorio Universidad Técnica de Cotopaxi - Universidad Técnica de Cotopaxitrue |
| spellingShingle | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. Canchig Llumigusin, Erika Paulina MARKETING SENSORIAL PERCEPCIÓN SENTIDOS VISUALIZACIÓN MERCADOTECNIA |
| status_str | publishedVersion |
| title | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. |
| title_full | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. |
| title_fullStr | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. |
| title_full_unstemmed | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. |
| title_short | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. |
| title_sort | Diagnóstico del marketing sensorial de la granja el reencuentro, ubicada en Puichig-Machachi. |
| topic | MARKETING SENSORIAL PERCEPCIÓN SENTIDOS VISUALIZACIÓN MERCADOTECNIA |
| url | http://repositorio.utc.edu.ec/handle/27000/11173 |