Diseño de estrategias de marketing turístico del cantón Salitre, Provincia del Guayas
Fecha
2018
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de titulación tiene como objetivo diseñar un plan de marketing turístico
que permita un mejoramiento de la afluencia turística en el cantón Salitre, provincia del
Guayas, dado que el problema central que se manifiesta en ese sector es la falta de
infraestructura turística de calidad para el disfrute de los visitantes. Entre las principales
causas que se identificaron se encuentra la falta de un área de dirección de turismo, hay
infraestructura obsoleta que necesita ser mejorada y ciertos comerciantes no respetan las
ordenanzas municipales. Por tanto, de no corregirse esta situación el panorama que se
pronostica a futuro es el estancamiento de la economía del cantón debido a la reducción de la
afluencia de turistas, especialmente en épocas de temporada de playa. La metodología
aplicada para la investigación se campo se basó en un diseño no experimental de tipo
exploratorio y descriptivo, que se basa en técnicas como la encuesta para la recolección de
datos mediante el instrumento del cuestionario de preguntas cerradas que utilizó la escala de
Likert. Según datos del Ministerio de Turismo 170.000 personas utilizan diariamente el
terminal terrestre, por lo cual estos serían los potenciales usuarios y de acuerdo a la ecuación
estadística de población finita, la muestra estudiada se determinó por 384 personas, quienes
expusieron su criterio acerca de la posibilidad de acudir a este cantón si se desarrollan
actividades que despierten su interés. Bajo este contexto, la propuesta se enfocó en un
conjunto de estrategias para dinamizar la economía de este sector.
The objective of this titling work is to design a tourism marketing plan that allows an improvement in the tourist influx in the canton of Salitre, province of Guayas, given that the central problem that manifests itself in this sector is the lack of quality tourism infrastructure for the enjoyment of visitors. Among the main causes that were identified is the lack of a tourism management area, there is obsolete infrastructure that needs to be improved and certain merchants do not respect the municipal ordinances. Therefore, if this situation is not corrected, the outlook that is forecast for the future is the stagnation of the economy of the canton due to the reduction of the influx of tourists, especially in times of beach season. The methodology applied to the field research was based on a non-experimental design of exploratory and descriptive type, which is based on techniques such as the survey for data collection using the questionnaire instrument of closed questions that used the Likert scale. According to data from the Ministry of Tourism 170,000 people use the land terminal daily, so these would be the potential users and according to the statistical equation of finite population, the sample studied was determined by 384 people, who expressed their opinion about the possibility to go to this canton if activities that arouse their interest are developed. In this context, the proposal focused on a set of strategies to boost the economy of this sector.
The objective of this titling work is to design a tourism marketing plan that allows an improvement in the tourist influx in the canton of Salitre, province of Guayas, given that the central problem that manifests itself in this sector is the lack of quality tourism infrastructure for the enjoyment of visitors. Among the main causes that were identified is the lack of a tourism management area, there is obsolete infrastructure that needs to be improved and certain merchants do not respect the municipal ordinances. Therefore, if this situation is not corrected, the outlook that is forecast for the future is the stagnation of the economy of the canton due to the reduction of the influx of tourists, especially in times of beach season. The methodology applied to the field research was based on a non-experimental design of exploratory and descriptive type, which is based on techniques such as the survey for data collection using the questionnaire instrument of closed questions that used the Likert scale. According to data from the Ministry of Tourism 170,000 people use the land terminal daily, so these would be the potential users and according to the statistical equation of finite population, the sample studied was determined by 384 people, who expressed their opinion about the possibility to go to this canton if activities that arouse their interest are developed. In this context, the proposal focused on a set of strategies to boost the economy of this sector.
Descripción
Palabras clave
COMPORTAMIENTO, IMAGEN, MARKETING, PRODUCTO TURÍSTICO