Plan estratégico de marketing para la operadora turística Navara del cantón Playas provincia del Guayas año 2016
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La investigación se realizó en el cantón Playas Provincia del Guayas, año
2016. Su propósito fue el desarrollo de un plan estratégico de marketing para
el fortalecimiento de la actividad turística en la Operadora “NAVARA”. Fue
necesaria la realización de un diagnóstico situacional del turismo, para verificar
las fortalezas, oportunidades, debilidades y amenazas; se empleó un estudio
de mercado que permitió identificar deseos y preferencias del cliente y su
posición respecto a la competencia, planteando estrategias de
posicionamiento. Este trabajo se justificó porque contribuye con el desarrollo
fundamental de los recursos, permitiendo de esta forma tomar las medidas
preventivas, garantizando un control ordenado y específico para el desarrollo
de la actividad turística, por tal motivo se beneficiará no solo la operadora
turística, sino también al sector en particular. Se sustentó en las teorías de la
planeación de estrategias de marketing y el turismo establecidas en el marco
teórico, la investigación se aborda de acuerdo a la metodología deductiva e
inductiva, determinando el estudio descriptivo y utilizando las técnicas de la
observación, la entrevista y la encuesta. La población fue tomada en diferentes
almacenes, hoteles, comerciantes de las playas de Posorja, EL Morro y Playas
con un total de 538 turistas, la muestra probabilística fue de 230 personas, se
empleó una encuesta a los turistas formada por 10 preguntas y una entrevista
al Presidente del GAD Provincial de Playas, obtenida la información se llegó a
la discusión de los resultados. En el desarrollo de la propuesta se establecieron
estrategias y tácticas, para de esta forma realizar campañas de promoción y
publicidad, logrando el posicionamiento de la empresa y su marca; dentro de
los impactos de la propuesta se tomó en cuenta lo económico, lo social y lo
ambiental. Finalizando con las conclusiones y recomendaciones que amerita
el desarrollo de este trabajo de titulación.
The research was carried out in the Playas Province of Guayas Province, in 2016. Its purpose was the development of a strategic marketing plan for the strengthening of tourist activity in the "NAVARA" Operator. It was necessary to carry out a situational diagnosis of tourism, to verify the strengths, opportunities, weaknesses and threats; A market study was used to identify client's wishes and preferences and their position regarding the competition, proposing positioning strategies. This work was justified because it contributes to the fundamental development of the resources, allowing in this way to take the preventive measures, guaranteeing an orderly and specific control for the development of the tourist activity, for that reason will benefit not only the tour operator, but also To the sector in particular. It was based on theories of planning of marketing strategies and tourism established in the theoretical framework, the research is approached according to the deductive and inductive methodology, determining the descriptive study and using the techniques of observation, interview and poll. The population was taken in different warehouses, hotels, merchants of the beaches of Posorja, EL Morro and Playas with a total of 538 tourists, the probabilistic sample was of 230 people, was used a survey to the tourists formed by 10 questions and an interview To the President of the Provincial GAD of Playas, obtained the information was reached the discussion of the results. In the development of the proposal strategies and tactics were established, in order to carry out promotional and publicity campaigns, achieving the positioning of the company and its brand; Within the impacts of the proposal was taken into account the economic, social and environmental. Finalizing with the conclusions and recommendations that merit the development of this titling work.
The research was carried out in the Playas Province of Guayas Province, in 2016. Its purpose was the development of a strategic marketing plan for the strengthening of tourist activity in the "NAVARA" Operator. It was necessary to carry out a situational diagnosis of tourism, to verify the strengths, opportunities, weaknesses and threats; A market study was used to identify client's wishes and preferences and their position regarding the competition, proposing positioning strategies. This work was justified because it contributes to the fundamental development of the resources, allowing in this way to take the preventive measures, guaranteeing an orderly and specific control for the development of the tourist activity, for that reason will benefit not only the tour operator, but also To the sector in particular. It was based on theories of planning of marketing strategies and tourism established in the theoretical framework, the research is approached according to the deductive and inductive methodology, determining the descriptive study and using the techniques of observation, interview and poll. The population was taken in different warehouses, hotels, merchants of the beaches of Posorja, EL Morro and Playas with a total of 538 tourists, the probabilistic sample was of 230 people, was used a survey to the tourists formed by 10 questions and an interview To the President of the Provincial GAD of Playas, obtained the information was reached the discussion of the results. In the development of the proposal strategies and tactics were established, in order to carry out promotional and publicity campaigns, achieving the positioning of the company and its brand; Within the impacts of the proposal was taken into account the economic, social and environmental. Finalizing with the conclusions and recommendations that merit the development of this titling work.