Plan de marketing turistico para incrementar las ventas en el resort campestre El Colibri del cantón Bucay
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La planeación junto con las estrategias que se usen para promocionar o dar a conocer un producto o servicio son de gran importancia al momento de poner en marcha un proyecto. Es por esto que un plan de Marketing bien estructurado puede hacer la diferencia entre el éxito o fracaso de la acogida de un producto en el mercado.
Gracias a la campaña “All you need is Ecuador” lanzada por el Ministerio de Turismo en el año 2014, Ecuador ha crecido como potencia turística a nivel nacional e internacional, y esto ha hecho que los destinos turísticos dentro del país mejoren su calidad.
El Resort Campestre El Colibrí, ubicado en el cantón Bucay, es un proyecto que fue lanzado hace tres años ofreciendo a los turistas alojamiento y descanso en un lugar rodeado de naturaleza lejos del stress de la ciudad. Actualmente lo visitan aproximadamente unas 350 personas al mes que se encuentran satisfechas con el servicio que brinda el resort. El resort es poco conocido ya que no cuenta con promoción turística de ninguna clase más que el darse a conocer a través de sus propios clientes.
Con el Plan de Marketing Turístico se propuso realizar una campaña masiva para el resort a través de redes sociales, así como también capacitar al personal, y ofrecer el servicio de actividades de eco-turismo. Con la implementación de este plan se espera que las ventas del resort aumenten en un 20% para el último trimestre de 2017.
The planning along with the strategies used to promote or make known a product or service of great importance when starting a project. This is why a well-structured marketing plan can make the difference between success or failure of receiving a product in the market. Thanks to the campaign "All you need is Ecuador" launched by the Ministry of Tourism in 2014, Ecuador has grown as a national and international point of interest and has made tourism destinations within the country improve its quality. The Campitel El Colibrí Resort, located in the canton of Bucay, is a project that was launched three years ago offering tourists accommodation and rest in a place surrounded by nature away from the stress of the city. It is currently visited by some 350 people who are satisfied with the service provided by the resort. The resort is little known as it has no tourist promotion of any kind other than to get acquainted through its own customers. With the Tourism Marketing Plan it was proposed to carry out a mass campaign for the resource through social networks, as well as to train the staff, and to offer the service of eco-tourism activities. With the implementation of this plan, sales of the resource are expected to increase by 20% for the last quarter of 2017.
The planning along with the strategies used to promote or make known a product or service of great importance when starting a project. This is why a well-structured marketing plan can make the difference between success or failure of receiving a product in the market. Thanks to the campaign "All you need is Ecuador" launched by the Ministry of Tourism in 2014, Ecuador has grown as a national and international point of interest and has made tourism destinations within the country improve its quality. The Campitel El Colibrí Resort, located in the canton of Bucay, is a project that was launched three years ago offering tourists accommodation and rest in a place surrounded by nature away from the stress of the city. It is currently visited by some 350 people who are satisfied with the service provided by the resort. The resort is little known as it has no tourist promotion of any kind other than to get acquainted through its own customers. With the Tourism Marketing Plan it was proposed to carry out a mass campaign for the resource through social networks, as well as to train the staff, and to offer the service of eco-tourism activities. With the implementation of this plan, sales of the resource are expected to increase by 20% for the last quarter of 2017.
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Palabras clave
TIPOS DE ESTRATEGICAS DE MARKETING, PLAN DE MARKETING, TEORIA DE MASLOW, PLAN DE GESTION, PUBLICIDAD, TURISMO