Plan de promoción y desarrollo turístico del complejo campestre Rodeo Ranch en la parroquia Chongon de la ciudad de Guayaquil en la provincia del Guayas.
Fecha
2017-06
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UNIVERSIDAD DE GUAYAQUIL
Resumen
El presente proyecto tiene como finalidad la elaboración de un plan de
marketing para la promoción turística del complejo campestre Rodeo Ranch,
además la implementación de estrategias y métodos, que ayuden a conocer
la situación actual del complejo determinando el porqué de la poca acogida
por parte de los clientes potenciales. Para lo cual se estructuró un
procedimiento metodológico dividido en cuatro fases, como son: un
diagnostico situacional donde se analizó la situación turística del complejo
campestre Rodeo Ranch, donde se realizó un análisis interno, externo y
estratégico del lugar, la estructuración del plan de promoción y el presupuesto
del mismo, teniendo en cuenta la revisión bibliográfica de proyectos
relacionados con el tema de estudio. La estructuración del plan de promoción
comprendió el desarrollo de los objetivos, la misión y visión, y así mismo se
estructuraron las estrategias, por otra parte se procedió a anexar la ficha de
inventario del sitio, el diseño de la marca turística para el complejo y la
señalética del área donde estará ubicado el proyecto. Así mismo se elaboró
un plan publicitario donde se determinaron cuatro proyectos: La marca
turística, la señalización del lugar, trípticos publicitarios, y la promoción en la
web. Con la presente investigación se pudo demostrar que es factible la
implementación y ejecución del plan de promoción para el complejo
campestre Rodeo Ranch a través de la publicidad ofrecida y diseñada para el
presente trabajo.
The purpose of this project is the development of a marketing plan for the tourist promotion of the Rodeo Ranch complex, as well as the implementation of strategies and methods that help to know the current situation of the complex, determining why the Potential customers. For this, a methodological procedure was structured, divided into four phases, such as: a situational diagnosis where the tourist situation of the Rodeo Ranch complex was analyzed, where an internal, external and strategic analysis of the place was carried out, the structuring of the promotion plan And the budget of the same, taking into account the bibliographical revision of projects related to the subject of study. The structuring of the promotion plan included the development of the objectives, the mission and vision, and also the strategies were structured, on the other hand, the site inventory form, the design of the tourist mark for the complex and The signage of the area where the project will be located. Also an advertising plan was elaborated where four projects were determined: The tourist mark, the signage of the place, triptychs publicity, and the promotion in the web. With the present investigation it was possible to demonstrate that it is feasible the implementation and execution of the promotion plan for the Rodeo Ranch country complex through the publicity offered and designed for the present work.
The purpose of this project is the development of a marketing plan for the tourist promotion of the Rodeo Ranch complex, as well as the implementation of strategies and methods that help to know the current situation of the complex, determining why the Potential customers. For this, a methodological procedure was structured, divided into four phases, such as: a situational diagnosis where the tourist situation of the Rodeo Ranch complex was analyzed, where an internal, external and strategic analysis of the place was carried out, the structuring of the promotion plan And the budget of the same, taking into account the bibliographical revision of projects related to the subject of study. The structuring of the promotion plan included the development of the objectives, the mission and vision, and also the strategies were structured, on the other hand, the site inventory form, the design of the tourist mark for the complex and The signage of the area where the project will be located. Also an advertising plan was elaborated where four projects were determined: The tourist mark, the signage of the place, triptychs publicity, and the promotion in the web. With the present investigation it was possible to demonstrate that it is feasible the implementation and execution of the promotion plan for the Rodeo Ranch country complex through the publicity offered and designed for the present work.
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Palabras clave
PLAN DE PROMOCIÓN, PROMOCIÓN TURÍSTICA
Citación
APA