Diseño de estrategias de comunicación para el Club DIFARE del cantón Duran 2020
Fecha
2020
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
Este proyecto de investigación tuvo como objetivo diseñar estrategias de
comunicación para el Club DIFARE; el Ecuador es un país con una gran variedad de lugares
y posee un gran número de complejos turísticos a lo largo y ancho del país; pero no todos se
estaban dando a conocer, este fue el caso del complejo llamado Club DIFARE el cuál es una
extensión del Grupo DIFARE, para la recreación y diversión de sus empleados, muy pocas
empresas en Guayaquil y el cantón Duran lo conocen. Uno de los principales objetivos de
esta investigación fue recolectar información que sea indispensable, que permita desarrollar
estrategias adecuadas.
Este proyecto se lo realizo mediante un enfoque cuantitativo de investigación
hipotético deductivo el cual ayuda a analizar la evidencia con el método empírico analítico o
positivista, aplicando un grado de profundidad descriptivo, se utiliza diseños no
experimentales dando como resultado una investigación en el tiempo transversal, las
variables son identificadas en un punto en el tiempo y las relaciones entre las mismas son
determinadas para el acopio de datos y alcanzar los objetivos de investigación.
Específicamente con encuestas válidas, los datos primarios se obtienen a través de un
muestreo No probabilístico por conveniencia, la población de esta investigación fue de
107,446, se realizó 399 encuestas válidas.
This research project aimed to design communication strategies for the DIFARE Club; Ecuador is a country with a wide variety of places and has a large number of resorts throughout the country; but not everyone was making the most of it, this was the case of the complex called Club DIFARE which is an extension of the DIFARE Group, for the recreation and fun of its employees, very few companies in Guayaquil and the canton Duran know it. One of the main objectives of this research was to collect information that is indispensable that allows to develop appropriate strategies. This project was carried out using a deductive hypothetical quantitative research approach which helps to analyze the evidence with the empirical analytical or positivist method, applying a degree of descriptive depth, non-experimental designs are used, resulting in cross-sectional time research, variables are identified at a point in time and the relationships between them are determined for data collection and to achieve research objectives. Specifically, with valid surveys, the primary data is obtained through a non probability sampling for convenience, the population of this investigation was 107,446, 399 valid surveys were conducted.
This research project aimed to design communication strategies for the DIFARE Club; Ecuador is a country with a wide variety of places and has a large number of resorts throughout the country; but not everyone was making the most of it, this was the case of the complex called Club DIFARE which is an extension of the DIFARE Group, for the recreation and fun of its employees, very few companies in Guayaquil and the canton Duran know it. One of the main objectives of this research was to collect information that is indispensable that allows to develop appropriate strategies. This project was carried out using a deductive hypothetical quantitative research approach which helps to analyze the evidence with the empirical analytical or positivist method, applying a degree of descriptive depth, non-experimental designs are used, resulting in cross-sectional time research, variables are identified at a point in time and the relationships between them are determined for data collection and to achieve research objectives. Specifically, with valid surveys, the primary data is obtained through a non probability sampling for convenience, the population of this investigation was 107,446, 399 valid surveys were conducted.
Descripción
Palabras clave
ESTRATEGIAS, COMUNICACIÓN, RECONOCIMIENTO, PROMOCIÓN Y PUBLICIDAD