| dc.description.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. | |
