Diseñar un plan de Marketing aplicado al departamento de Turismo del GAD Durán
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación aborda una problemática sobre el reconocimiento
turistico del cantón Durán, debido a la falta de promocion y publicidad de los
atractivos turísticos y patrimonios culturales de la ciudad. No obstante, la
incertidumbre se origina en el departamento de turismo del GAD Durán, donde se
encuentran inconvenientes en la falta de conocimientos sobre las actividades de
turismo. Por lo tanto, la investigación determina un enfoque cualitativo, ya que
describe y mide las variables mediante preguntas abiertas, permitiendo conocer la
situación acerca del reconocimiento del Cantón. Además se realizó una
investigación de tipo descriptiva y exploratoria, ya que permite descubrir y analizar
los elementos observados y para explorar más información acerca de la
problemática. Para ello se recurrió a la técnica de entrevista dirigida a la Directora
General del departamento de turismo, y en los resultados se hallaron una ausencia
de conocimientos por parte del personal de turismo. Por esta razón se recomendó
que cada 6 meses se elaboren estrategias a fin de mantener reconocida la imagen
de marca de turismo del Cantón Durán.
This research deals with a problem about the tourist recognition of the Durán County, due to the lack of promotion and publicity of the tourist attractions and cultural patrimonies of the city. However, the uncertainty originates in the Department of Tourism of Durán GAD, where there are inconveniences in the lack of knowledge about tourism activities. Therefore, research determines a qualitative approach, since it describes and measures variables through open questions, allowing to know the situation about the recognition of the Canton. In addition, a descriptive and exploratory research was carried out, since it allows to discover and analyze the observed elements and to explore more information about the problem. To this end, the interview technique was used, directed to the Director General of the tourism department, and the results showed an absence of knowledge on the part of the tourism staff. For this reason, it was recommended that strategies be drawn up every 6 months. To maintain recognized the tourism brand image of Cantón Durán.
This research deals with a problem about the tourist recognition of the Durán County, due to the lack of promotion and publicity of the tourist attractions and cultural patrimonies of the city. However, the uncertainty originates in the Department of Tourism of Durán GAD, where there are inconveniences in the lack of knowledge about tourism activities. Therefore, research determines a qualitative approach, since it describes and measures variables through open questions, allowing to know the situation about the recognition of the Canton. In addition, a descriptive and exploratory research was carried out, since it allows to discover and analyze the observed elements and to explore more information about the problem. To this end, the interview technique was used, directed to the Director General of the tourism department, and the results showed an absence of knowledge on the part of the tourism staff. For this reason, it was recommended that strategies be drawn up every 6 months. To maintain recognized the tourism brand image of Cantón Durán.
Descripción
Palabras clave
PLAN DE MARKETING, TURISMO, IMAGEN DE MARCA