Diseño de estrategia de marketing para el desarrollo turístico de la comuna San Pedro de la Provincia de Santa Elena
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo plantea implementar el desarrollo turístico para las comunas de
la Provincia de Santa Elena, en este caso de la Comuna San Pedro. En la
investigación se da a conocer los problemas y necesidades de la población tales
como: servicios básicos inadecuados, bajo nivel de educación, de vivienda entre
otras, además de la falta de mecanismos y programas que necesita la comunidad
para desarrollarse totalmente, la tesis como su nombre lo indica es un modelo de
desarrollo turístico que busca resolver todos estos inconvenientes y considerar
otras alternativas de solución con una actividad tan importante en este milenio
como es el turismo. San Pedro cuenta con una gran variedad de sitios y atractivos
que pueden considerarse altamente turísticos buscando mejorar la calidad de vida
de sus habitantes mientras se protegen constantemente los recursos naturales y
culturales. El trabajo se realizó a través de una investigación técnica y científica;
mediantes objetivos como la evaluación del bajo nivel de desarrollo turístico en
la San Pedro de la provincia de Santa Elena, se necesitó la fundamentación
teórica sobre la importancia del marketing y su relación en el turismo, se tuvo que
analizar el estado actual de la comuna San Pedro a través de instrumentos
metodológicos y por ende se diseñaron las estrategias de marketing turístico para
mejor el nivel de visitantes de la comuna San Pedro, todo esto con la ayuda y
participación de los habitantes se obtuvo la información requerida; como
metodología se utilizó la investigación de campo aplicada a la solución de un
problema de tipo cualitativa, exploratoria y descriptiva, a través de entrevistas,
encuestas y conversaciones de forma personal, además de información
bibliográfica y documental, la población considerada para la investigación, fueron
hogares de la ciudad de Guayaquil, estos alcanzan un total de 614.453 viviendas,
porque la muestra fue de 384 ya que la población superó los 100.000 habitantes
siendo infinita.
The present work proposes to implement tourism development for the communes of the Province of Santa Elena, in this case of the San Pedro Commune. The research reveals the problems and needs of the population such as: inadequate basic services, low level of education, housing, among others, as well as the lack of mechanisms and programs that the community needs to fully develop, this paper as its name indicates development that seeks to solve all these problems and consider alternative solutions with an activity as important in this millennium as tourism. San Pedro has a wide variety of sites and attractions that can be considered highly touristic seeking to improve the quality of life of its inhabitants while constantly protecting natural and cultural resources. The work was carried out through technical and scientific research; through objectives such as the evaluation of the low level of tourism development in the San Pedro comune of the province of Santa Elena, the theoretical foundation on the importance of marketing and its relationship in tourism was needed, the analysis of the current state of the San Pedro comune through methodological instruments and therefore the touristic marketing strategies were designed to improve the level of visitors of the San Pedro commune, all this with the help and participation of the inhabitants, the required information was obtained; as a methodology, field research applied to the solution of a qualitative, exploratory and descriptive problem was used, through interviews, surveys and conversations in a personal way, as well as bibliographic and documentary information. The population considered for the research were homes in the city of Guayaquil, these reach a total of 614,453 homes, because the sample was 384 as the population exceeded 100,000 inhabitants being infinite.
The present work proposes to implement tourism development for the communes of the Province of Santa Elena, in this case of the San Pedro Commune. The research reveals the problems and needs of the population such as: inadequate basic services, low level of education, housing, among others, as well as the lack of mechanisms and programs that the community needs to fully develop, this paper as its name indicates development that seeks to solve all these problems and consider alternative solutions with an activity as important in this millennium as tourism. San Pedro has a wide variety of sites and attractions that can be considered highly touristic seeking to improve the quality of life of its inhabitants while constantly protecting natural and cultural resources. The work was carried out through technical and scientific research; through objectives such as the evaluation of the low level of tourism development in the San Pedro comune of the province of Santa Elena, the theoretical foundation on the importance of marketing and its relationship in tourism was needed, the analysis of the current state of the San Pedro comune through methodological instruments and therefore the touristic marketing strategies were designed to improve the level of visitors of the San Pedro commune, all this with the help and participation of the inhabitants, the required information was obtained; as a methodology, field research applied to the solution of a qualitative, exploratory and descriptive problem was used, through interviews, surveys and conversations in a personal way, as well as bibliographic and documentary information. The population considered for the research were homes in the city of Guayaquil, these reach a total of 614,453 homes, because the sample was 384 as the population exceeded 100,000 inhabitants being infinite.
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Palabras clave
ESTRATEGIAS, MARKETING TURISTICO, TURISMO