La importancia del marketing turístico para el desarrollo sustentable del sector Playa Rosada en la Península de Santa Elena
Fecha
2015
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Universidad de Guayaquil. Facultad de Ciencias Administrativas
Resumen
En la actualidad el turismo a nivel mundial crece a pasos agigantados dejando en el camino notables ganancias económicas-sociales en diversos pueblos, ciudades, países y naciones que cuentan con una zona llamativa o de entretenimiento que ayudan a captar la atención de muchos turistas logrando la visita de los mismos; a pesar de las grandiosas ventajas que ofrece el turismo ciertas autoridades no se enfocan en mejorar la estructura de estos lugares, dejando a un lado estos sitios que pueden a llegar ser muy útiles si se explotan todos sus atributos naturales. La investigación dio como resultado que la mayoría de encuestados no conocen el lugar a causa de la falta de promoción y publicidad, el uso inadecuado de un marketing turístico por falta de asignación de recursos por parte de las autoridades competentes hacen que este precioso lugar sea poco considerado al momento de elegir un destino turístico, lo cual repercute a las comunidades aledañas a la playa al no generar fuentes de ingreso pertenecientes a las actividades turísticas que se podrían desenvolver en la zona. El objetivo de este proyecto es concientizar la utilización de un adecuado marketing turístico mediante el diseño estrategias que puedan ser implementadas por el
Gobierno Provincial de Santa Elena, para el desarrollo sustentable del sector Playa Rosada, que cuenta con hermosos paisajes, con arena de tonalidad rosa y un entorno apacible que con lleva al relajamiento de los
turistas. Es por ello que se estableció este estudio llamado “LA IMPORTANCIA DEL MARKETING TURÍSTICO PARA EL DESARROLLO SUSTENTABLE DEL SECTOR PLAYA ROSADA EN LA PENINSULA DE
SANTA ELENA” por lo tanto abarca esta idea de promover el desarrollo económico y social de este destino a través de la utilización del marketing turístico, con la ayuda de organismos de carácter público y privado.
At present the global tourism growing rapidly leaving the remarkable way in economic and social gains in several villages, cities, countries and nations with a striking or entertainment area that help capture the attention of many tourists achieving visit them; despite the great advantages of tourism certain authorities do not focus on improving the structure of these places, leaving aside these sites that can get to be very useful if all its natural attributes are exploited. The investigation resulted in the majority of respondents do not know the place because of the lack of promotion and advertising, misuse of a tourism marketing for lack of resource allocation by the competent authorities make this beautiful place is little considered when choosing a destination, which affects the communities surrounding the beach by not generating sources of income belonging to the tourist activities that could develop in the area. The objective of this project is to raise awareness using a suitable tourist marketing by design strategies that can be implemented by the provincial government of Santa Elena, for the sustainable development of Playa Rosada sector, which has beautiful scenery, with pink sand shade and a peaceful environment that leads to the relaxation of tourists. That is why this study called "THE IMPORTANCE OF TOURISM MARKETING FOR SUSTAINABLE DEVELOPMENT IN THE PINK BEACH PENINSULA OF SANTA ELENA SECTOR" was established therefore covered by this idea of promoting economic and social development of this destination through use of tourism marketing with the help of public agencies and private.
At present the global tourism growing rapidly leaving the remarkable way in economic and social gains in several villages, cities, countries and nations with a striking or entertainment area that help capture the attention of many tourists achieving visit them; despite the great advantages of tourism certain authorities do not focus on improving the structure of these places, leaving aside these sites that can get to be very useful if all its natural attributes are exploited. The investigation resulted in the majority of respondents do not know the place because of the lack of promotion and advertising, misuse of a tourism marketing for lack of resource allocation by the competent authorities make this beautiful place is little considered when choosing a destination, which affects the communities surrounding the beach by not generating sources of income belonging to the tourist activities that could develop in the area. The objective of this project is to raise awareness using a suitable tourist marketing by design strategies that can be implemented by the provincial government of Santa Elena, for the sustainable development of Playa Rosada sector, which has beautiful scenery, with pink sand shade and a peaceful environment that leads to the relaxation of tourists. That is why this study called "THE IMPORTANCE OF TOURISM MARKETING FOR SUSTAINABLE DEVELOPMENT IN THE PINK BEACH PENINSULA OF SANTA ELENA SECTOR" was established therefore covered by this idea of promoting economic and social development of this destination through use of tourism marketing with the help of public agencies and private.
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Palabras clave
TURISMO, DESARROLLO ECONÓMICO, ZONAS COSTERAS, COMERCIALIZACIÓN