Plan de marketing turístico para el cantón Guachapala 2019-2020

Abstract

The present intervention project entitled Tourism Marketing Plan for Guachapala canton 2019-2020, aims to contribute to the canton tourist development, through the approach of strategies and actions aimed at achieving the promotion and positioning of the destination, with the intention of awakening the travel interest of national tourists. For the development of the plan, the analysis of the current situation of the canton was specified; the description of the premises and tourist offers, using information from the review of secondary sources and dialogues with the authorities, departmental directors, service providers and entrepreneurs; the determination of current and potential demand through surveys, the results of which allowed to define the market segment, know the level expenditure, the motivation for travel and the preferred sites of interest for their visit.. The information obtained from the opinion of the receiving community, made it possible the creation of the tourist brand and with it, a marketing plan was designed with strategies of product, place, price and promotion, according to the reality of the destination. Finally, through participatory methods, a portfolio of dissemination strategies was generated, with objectives and activities to be implemented, to promote sustainable tourism strengthening of Guachapala canton.