Plan de marketing de los productos turísticos del cantón Pujilí”
The Pujilí canton is recognized for the Quilotoa Lagoon and cultural manifestations such as the Corpus Christi Octaves. The problem that was identified is that there is no marketing plan in which existing tourist products are promoted; therefore, the main objective is to design a marketing plan thro...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2024
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| Matèries: | |
| Accés en línia: | http://repositorio.utc.edu.ec/handle/27000/11784 |
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Afegir etiqueta | Sumari: | The Pujilí canton is recognized for the Quilotoa Lagoon and cultural manifestations such as the Corpus Christi Octaves. The problem that was identified is that there is no marketing plan in which existing tourist products are promoted; therefore, the main objective is to design a marketing plan through a market study that allows us to know supply and demand. for the proposal of strategies based on the 4Ps of marketing for the adventure, landscape, and culture route of the Pujilí canton. We worked with three specific objectives. The first objective is to analyze the macro and microenvironment of the Pujilí canton to know the current state of the adventure route, landscape, and culture of the Pujilí canton through descriptive research with a bibliographic method as an undergraduate thesis. The tourism development plan of the Pujilí canton therefore results in 10 positive elements, the most important of which are the change of authorities, the creation of new sources of employment, and the dissemination of cultural manifestations, and 5 negative elements, among the most important of which are migration. of the population, fixed telephone, mobile, and internet coverage; these factors affect the route; The second objective is to carry out a market study by applying surveys to know the segmentation, therefore, descriptive research with an inductive method was used, 266 surveys were carried out with 18 closed questions through the geographical variables where the most relevant is the place of origin, demographically the most prominent question is age, in the psychographic variant the reason for travel is higher and finally in the behavioral ones, visitors carry out tourist activity on vacation, the third objective is to develop strategies based on the 4Ps of marketing, therefore, descriptive research was applied with an inductive method through the creation of the SWOT Matrix analyzing the internal and external factors of the Adventure route, landscape and culture of the Pujilí canton, likewise, the MEFI Matrix was carried out with a result of 2.12 considering that internal strengths are more favorable on the route, on the other hand, in the MEFE Matrix a result of 2.38 was obtained, thus giving that external opportunities are more favorable on the route, strategies were proposed based on the 4Ps of the marketing mix, which will help the tourist reactivation of the Adventure, landscape and culture route of the Pujilí canton. In conclusion, it is necessary to know the current state of the adventure route, landscape, and culture of the Pujilí canton to understand the external and internal factors that affect the route and improve through strategies based on the 4Ps of marketing. |
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