Diseño de estrategias de marketing comunicacional para el complejo Agroturístico “MangoTour” año 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El Ecuador es un país con una amplia variedad de lugares turísticos y riqueza cultural en cada una de sus cuatro regiones, posee un sin número de complejos turísticos a lo largo y ancho del país; sin embargo, no todos poseen el reconocimiento necesario, este es el caso del Complejo Agroturístico MangoTour, que ofrece una alternativa de recreación con variedad de recursos naturales y a pesar de ello las personas no conocen la existencia del mismo.
El proyecto está enfocado en el diseño de estrategias de marketing comunicacional, por tanto se realizará una investigación cuantitativa y cualitativa mediante herramientas como: encuestas, entrevistas y observaciones para conocer las preferencias turísticas, específicamente el agroturismo en los guayaquileños.
La población de esta investigación es de 1´007.925 y se trata solamente de personas guayaquileñas que pertenezcan a la población económicamente activa, de estado civil indistinto, desde los 18 hasta los 65 años de edad.
Mediante las estrategias de marketing comunicacional se pretende informar y dar a conocer sobre el complejo y la variedad de servicios que ofrece, esto con el fin de lograr el reconocimiento de la marca “MangoTour” en la ciudad de Guayaquil y así generar mayor afluencia de visitantes.
Ecuador is a country with a wide variety of tourist places and cultural wealth in each of its four regions, has a number of resorts throughout the country; However, not all have the necessary recognition, this is the case of the MangoTour Agrotourism Complex, which offers an alternative recreation with a variety of natural resources and despite this, people do not know of its existence. The project is focused on the design of communication marketing strategies; therefore a quantitative and qualitative research will be carried out through tools such as: surveys, interviews and observations to know the tourist preferences, specifically agrotourism in Guayaquil. The population of this investigation is 1'007.925 and it is only people from Guayaquil who belong to the economically active population, of indistinct civil status, from 18 to 65 years of age. Through communication marketing strategies it is intended to inform and make known about the complex and variety of services offered, this in order to achieve recognition of the brand "MangoTour" in the city of Guayaquil and thus generate greater influx of visitors.
Ecuador is a country with a wide variety of tourist places and cultural wealth in each of its four regions, has a number of resorts throughout the country; However, not all have the necessary recognition, this is the case of the MangoTour Agrotourism Complex, which offers an alternative recreation with a variety of natural resources and despite this, people do not know of its existence. The project is focused on the design of communication marketing strategies; therefore a quantitative and qualitative research will be carried out through tools such as: surveys, interviews and observations to know the tourist preferences, specifically agrotourism in Guayaquil. The population of this investigation is 1'007.925 and it is only people from Guayaquil who belong to the economically active population, of indistinct civil status, from 18 to 65 years of age. Through communication marketing strategies it is intended to inform and make known about the complex and variety of services offered, this in order to achieve recognition of the brand "MangoTour" in the city of Guayaquil and thus generate greater influx of visitors.
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AGROTURISMO, RECONOCIMIENTO, PROMOCIÓN, MANGOTOUR