DISEÑO DE UN PLAN DE PROMOCIÓN TURÍSTICA PARA EL FORTALECIMIENTO DE LOS PASEOS ACUÁTICOS EN EL MALECÓN DEL ESTERO SALADO DE LA CIUDAD DE GUAYAQUIL.
No hay miniatura disponible
Fecha
2017-06
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
UNIVERSIDAD DE GUAYAQUIL
Resumen
Este trabajo de investigación nació del interés de diseñar un Plan de promoción
Turística para el Estero Salado de Guayaquil que contengan estrategias efectivas
que ayuden directamente al desarrollo del turismo fluvial en este importante brazo
de mar, permitiendo mejorar su competitividad transformándolo en un motor de
crecimiento y fuente principal de ingresos para la ciudad.
En el primer capítulo constan las generalidades de la tesis, es decir, se expone
claramente el problema central que es la poca afluencia de turistas a este lugar lo
que provoca la discontinuidad de actividades turísticas fluviales, por lo que se
detalla os alcances que se espera tener y sobre todo los objetivos a desarrollar que
tienen como finalidad promover el turismo fluvial en el Estero Salado.
En el segundo capítulo se fundamentaron las bases del marketing mix, así como
también se estudió como fue evolucionando el turismo y como se fue desarrollando
el turismo fluvial en el Ecuador, conceptualizando los términos empleados para una
mejor comprensión de la investigación.
En el tercer capítulo se detalla la metodología utilizada en esta investigación se
emplearon 2 enfoques el cualitativo y cuantitativo, que conectados con los métodos
teóricos y empíricos permitieron recolectar información indispensable dentro del
área de estudio, siendo esta investigación una fuente de información importante
corroborada mediante la observación, la encuesta y la entrevista.
En el cuarto capítulo se analizó la información recopilada, se escogieron las
preguntas fundamentales de la encuesta para poder plantear en el quinto capítulo
una propuesta de éxito como es un plan de promoción y difusión turística que
timule al visitante conocer los atractivos naturales que posee el Estero Salado
siendo un lugar representativo de la ciudad de Guayaquil lleno de historia que
adquiere mayor protagonismo al contemplar de cerca la fauna y flora que aún se
preserva y a su vez mejorar la economía de la zona.
This research work was born from the interest of designing a Tourism Promotion Plan for the Salty Estuary of Guayaquil that contain effective strategies that directly aid the development of river tourism in this important sea arm, allowing to improve its competitiveness by transforming it into a motor of growth and the main source of income for the city. The first chapter contains the generalities of the thesis, that is to say, it is clearly exposed the central problem that is the little influx of tourists to this place which causes the discontinuity of river tourism activities, so it is detailed the scope that is expected to have and above all the objectives to be developed that aim to promote river tourism in the Estero Salado. In the second chapter the bases of the marketing mix were based as well as it was studied how the tourism was evolving and how was developing the fluvial tourism in Ecuador, conceptualizing the terms used for a better understanding of the investigation. The third chapter details the methodology used in this research. Two approaches were used: qualitative and quantitative, which connected with the theoretical and empirical methods allowed to collect indispensable information within the study area, this research being a source of important information corroborated by the Observation, survey and interview. In the fourth chapter the information collected is analyzed, the fundamental questions of the survey are chosen to be able to propose in the fifth chapter a proposal of success as it is a promotion and tourist promotion plan that stimulates the visitor to know the natural attractions that the Estero owns Salado being a representative place of the city of Guayaquil full of history that acquires greater protagonist when contemplating closely the fauna and flora that still is preserved and in turn improving the economy of the zone.
This research work was born from the interest of designing a Tourism Promotion Plan for the Salty Estuary of Guayaquil that contain effective strategies that directly aid the development of river tourism in this important sea arm, allowing to improve its competitiveness by transforming it into a motor of growth and the main source of income for the city. The first chapter contains the generalities of the thesis, that is to say, it is clearly exposed the central problem that is the little influx of tourists to this place which causes the discontinuity of river tourism activities, so it is detailed the scope that is expected to have and above all the objectives to be developed that aim to promote river tourism in the Estero Salado. In the second chapter the bases of the marketing mix were based as well as it was studied how the tourism was evolving and how was developing the fluvial tourism in Ecuador, conceptualizing the terms used for a better understanding of the investigation. The third chapter details the methodology used in this research. Two approaches were used: qualitative and quantitative, which connected with the theoretical and empirical methods allowed to collect indispensable information within the study area, this research being a source of important information corroborated by the Observation, survey and interview. In the fourth chapter the information collected is analyzed, the fundamental questions of the survey are chosen to be able to propose in the fifth chapter a proposal of success as it is a promotion and tourist promotion plan that stimulates the visitor to know the natural attractions that the Estero owns Salado being a representative place of the city of Guayaquil full of history that acquires greater protagonist when contemplating closely the fauna and flora that still is preserved and in turn improving the economy of the zone.
Descripción
PDF
Palabras clave
PLAN DE PROMOCIÓN, ESTRATEGIAS, COMPETITIVIDAD, TURISMO FLUVIAL, ATRACTIVOS NATURALES, ESTERO SALADO, GUAYAQUIL
Citación
APA