ANÁLISIS DE LA OFERTA TURÍSTICA DE LA COMUNA CURÍA DE LA PROVINCIA DE SANTA ELENA PARA EL DESARROLLO DE UNA CAMPAÑA PROMOCIONAL
Fecha
2017-03
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UNIVERSIDAD DE GUAYAQUIL
Resumen
Se procedió a desarrollar el proyecto de titulación sobre la oferta turística de la comuna Curía
perteneciente a la parroquia Manglaralto del cantón Santa Elena, debido a que hasta la
actualidad no se han desarrollado proyectos a través de los cuales se impulse el turismo en
esta zona costera ecuatoriana, siendo este uno de los principales causales por lo cual esta
comunidad no ha logrado el desarrollo social y económico que tanto ansían sus habitantes.
Dentro del capítulo dos se encuentran argumentados las teorías y conceptos relacionados al
proyecto y la propuesta a efectuarse, para lo cual se consideraron varias fuentes bibliográficas
con la finalidad de otorgarle el sustento científico a la investigación. Para el diseño de la
investigación se consideró la modalidad de análisis de contenido y de campo, en lo que
respecta al método de investigación fue cualitativo y cuantitativo cuyo tipo de investigación
fue la descriptiva, requiriendo la aplicación de encuestas y entrevistas dirigidas a los
habitantes y representantes de Curía, así como a turistas nacionales y extranjeros,
identificándose la aceptación por la ejecución de la campaña promocional turística en el
análisis de los resultados. La propuesta sobre la campaña promocional turística se diseñó
considerando la información primaria y secundaria obtenida, con el objetivo de establecer
oportunamente las estrategias comunicacionales y los medios de difusión a emplearse, a su
vez se estableció una tabla de presupuesto de la campaña, así como se definió la forma en
cómo sería evaluada la propuesta.
We proceeded to develop the project of qualification on the tourist offer of the commune Curía belonging to the Manglaralto parish of the canton Santa Elena, since until now have not developed projects which promote tourism in the Ecuadorian coastal area, being one of the main grounds by which this community has failed the social and economic development that both people crave. Within chapter two theories and concepts related to the project and the proposal to be made, are argued for which were considered several bibliographical sources in order to provide the scientific basis for research. For the design of the investigation was considered to be the modality of content analysis and field with regard to the method of investigation was qualitative and quantitative whose type of investigation was descriptive, requiring the implementation of surveys and interviews directed to the inhabitants and representatives of Curía, as well as to national and foreign tourists, identifying the acceptance by the execution of the tourist promotional campaign in the analysis of the results. The proposal on the tourist promotional campaign was designed considering the secondary and primary information obtained, with the goal of establishing communication strategies in a timely manner and the media to be used, in turn established a budget table of the campaign as well as defined how would be evaluated the proposal.
We proceeded to develop the project of qualification on the tourist offer of the commune Curía belonging to the Manglaralto parish of the canton Santa Elena, since until now have not developed projects which promote tourism in the Ecuadorian coastal area, being one of the main grounds by which this community has failed the social and economic development that both people crave. Within chapter two theories and concepts related to the project and the proposal to be made, are argued for which were considered several bibliographical sources in order to provide the scientific basis for research. For the design of the investigation was considered to be the modality of content analysis and field with regard to the method of investigation was qualitative and quantitative whose type of investigation was descriptive, requiring the implementation of surveys and interviews directed to the inhabitants and representatives of Curía, as well as to national and foreign tourists, identifying the acceptance by the execution of the tourist promotional campaign in the analysis of the results. The proposal on the tourist promotional campaign was designed considering the secondary and primary information obtained, with the goal of establishing communication strategies in a timely manner and the media to be used, in turn established a budget table of the campaign as well as defined how would be evaluated the proposal.
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Palabras clave
TURISMO, MARKETING TURÍSTICO, OFERTA TURÍSTICA, INDUSTRIA TURÍSTICA, CAMPAÑA PROMOCIONAL
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APA