Diseño de estrategias de marketing para la empresa Hoteles on vacations Honvac S.A. de la ciudad de Guayaquil en el 2018
No hay miniatura disponible
Fecha
2018
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El desarrollo de la presente tesis se enfoca en el diseño de estrategias de marketing para la empresa Hoteles On Vacations Honvac S.A. de la ciudad de Guayaquil en el 2018. El turismo es uno de los principales sectores que ha dinamizado la economía del país en los últimos años, a pesar del decrecimiento del sector en el año 2016, este ha tenido un incremento los dos últimos años. Aunque afectaron factores como la apreciación del dólar, terremoto de Esmeraldas y caída del precio del petróleo el sector sigue en pie y ha recuperado ingresos en relación a la debacle sufrida. En el presente trabajo de titulación desarrolla en el capítulo uno el planteamiento del problema, fundamentando los antecedentes de la problemática, se plantearon los objetivos generales y específicos de la investigación, se justificó el porqué de la importancia de realizar este trabajo de titulación y el planteo de las hipótesis de estudio. Partiendo de esto, en el capítulo dos se fundamentó teóricamente las variables de estudio determinadas para la investigación de este trabajo, además, se analizó desde el contexto la realidad situacional del sector turismo y las agencias de viajes; por último, se analizó desde el marco legal las principales determinantes que afectan al tema de investigación. En el capítulo tres se diseñó el proceso de investigación para determinar los principales indicadores que afectan en el momento de adquirir un programa vacacional o paquete turístico. Para obtener la información esperada se determinaron las herramientas e instrumentos de investigación, población y muestra a través de entrevistas y encuestas. En el último capítulo de este trabajo de titulación, se fundamentó la propuesta con el diseño de estrategias de marketing orientado y estructurado en base a las 4p’s de la mercadotecnia y un enfoque importante al servicio.
The development of this thesis focuses on the design of marketing strategies for the company Hotels On Vacations Honvac S.A. of the city of Guayaquil in 2018. Tourism is one of the main sectors that have boosted the economy of the country in recent years, despite the decline of the sector in 2016; this has had an increase in the last two years. Although they affected factors such as the appreciation of the dollar, the earthquake in Esmeraldas and the drop in the price of oil, the sector still stand and have recovered income in relation to the debacle suffered. In the present work of this thesis develops in the chapter one the approach of the problem, basing the antecedents of the problematic, the general and specific objectives of the investigation were raised, it is justified the reason of the importance of carrying out this thesis and the pose of the study hypotheses. Starting from this, in chapter two the study variables determined for the investigation of this work were theoretically based, in addition, the situational reality of the tourism sector and the travel agencies was analyzed from the context; Finally, the main determinants that affect the research topic were analyzed from the legal framework. In chapter three, the research process was designed to determine the main indicators that affect the moment of acquiring a holiday program or tour package. To obtain the expected information, the tools and instruments of research, population and sample were determined through interviews and surveys. In the last chapter of this titling work, the proposal was based on the design of marketing strategies oriented and structured based on the 4p's of marketing and an important approach to service.
The development of this thesis focuses on the design of marketing strategies for the company Hotels On Vacations Honvac S.A. of the city of Guayaquil in 2018. Tourism is one of the main sectors that have boosted the economy of the country in recent years, despite the decline of the sector in 2016; this has had an increase in the last two years. Although they affected factors such as the appreciation of the dollar, the earthquake in Esmeraldas and the drop in the price of oil, the sector still stand and have recovered income in relation to the debacle suffered. In the present work of this thesis develops in the chapter one the approach of the problem, basing the antecedents of the problematic, the general and specific objectives of the investigation were raised, it is justified the reason of the importance of carrying out this thesis and the pose of the study hypotheses. Starting from this, in chapter two the study variables determined for the investigation of this work were theoretically based, in addition, the situational reality of the tourism sector and the travel agencies was analyzed from the context; Finally, the main determinants that affect the research topic were analyzed from the legal framework. In chapter three, the research process was designed to determine the main indicators that affect the moment of acquiring a holiday program or tour package. To obtain the expected information, the tools and instruments of research, population and sample were determined through interviews and surveys. In the last chapter of this titling work, the proposal was based on the design of marketing strategies oriented and structured based on the 4p's of marketing and an important approach to service.
Descripción
Palabras clave
MARKETING MIX, COMERCIALIZACION, ESTRATEGIAS, HOTELES ON VACATIONS