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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| Format: | bachelorThesis |
| Sprog: | spa |
| Udgivet: |
2023
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| Online adgang: | http://repositorio.utc.edu.ec/handle/27000/11173 |
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Tilføj Tag | Summary: | 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. |
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