Estrategias de marketing experiencial para potenciar el turismo en la comuna shuar, Bucay 2020.
Fecha
2020
Título de la revista
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Editor
Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
Se ha tratado de implementar el marketing experiencial en la Comuna Shuar del Recinto Rio
Limón del Cantón Bucay, pese a las limitaciones en los servicios y conocimientos específicos de
marketing de los comuneros se considera importante y relevante ejecutar un estudio para
aprovechar las bondades que este recurso natural puede aportar al sector turístico y a la economía
de la región con un apropiado manejo de promoción del turismo. Se estudiaron los datos
secundarios de fuentes bibliográficas con la finalidad de apoyarse en información previa que sea
de utilidad e identificar los planes ejecutados y/o medidas tomadas en relación al ofrecimiento de
experiencias vividas que tuvieron mayor impacto en la mente del turista para pulir, mejorar y
replicar esa vivencia siendo capaces de reproducir el evento. Actualmente las redes sociales se
constituyen como un aliado mediante la captación visual se logra desarrollar la curiosidad en el
prospecto y desencadenar el deseo de viajar y conocer el sitio. En tiempos de pandemia a nivel
mundial la economía de cada individuo se ha visto afectada y se han decretado protocolos de
seguridad sanitaria para precautelar la vida, manteniendo el objetivo de aumentar el volumen de
visitantes lo cual incrementará las ganancias de los comuneros y el sector en general.
An attempt has been made to implement experiential marketing in the Shuar Commune of the Rio Limón of the Bucay Town, despite the limitations in the services and specific marketing knowledge of the community members, it is considered important and relevant to carry out a study to take advantage of the benefits that this resource Natural can contribute to the tourism sector and the economy of the region with an appropriate management of tourism promotion. Secondary data from bibliographic sources were studied in order to rely on prior information that is useful and identify the plans executed and / or measures taken in relation to the offering of lived experiences that had the greatest impact on the mind of the tourist to polish, improve and replicate that experience being able to reproduce the event. Currently, social networks are constituted as an ally through visual capture, it is possible to develop curiosity in the prospect and trigger the desire to travel and get to know the site. In times of a global pandemic, the economy of each individual has been affected and health security protocols have been decreed to protect life, maintaining the objective of increasing the volume of visitors which will increase the profits of the community members and the sector in general.
An attempt has been made to implement experiential marketing in the Shuar Commune of the Rio Limón of the Bucay Town, despite the limitations in the services and specific marketing knowledge of the community members, it is considered important and relevant to carry out a study to take advantage of the benefits that this resource Natural can contribute to the tourism sector and the economy of the region with an appropriate management of tourism promotion. Secondary data from bibliographic sources were studied in order to rely on prior information that is useful and identify the plans executed and / or measures taken in relation to the offering of lived experiences that had the greatest impact on the mind of the tourist to polish, improve and replicate that experience being able to reproduce the event. Currently, social networks are constituted as an ally through visual capture, it is possible to develop curiosity in the prospect and trigger the desire to travel and get to know the site. In times of a global pandemic, the economy of each individual has been affected and health security protocols have been decreed to protect life, maintaining the objective of increasing the volume of visitors which will increase the profits of the community members and the sector in general.
Descripción
Palabras clave
MARKETING, EXPERIENCIAL, EMOCIONES, TURISMO