Análisis de Mercado para el diseño de un producto turístico en el Barrio El Astillero de la ciudad de Guayaquil
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2019-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El Barrio el Astillero es el barrio más antiguo que posee la ciudad de Guayaquil, allí
ocurrieron acontecimientos importantes, y a mediados del siglo XX alcanzó su mayor apogeo
debido a que era un barrio industrioso por excelencia. Actualmente aún se encuentran entre sus
calles edificaciones, parques y muelles que recuerdan el Guayaquil de antaño. Gracias a la
investigación empírica se pudo constatar que actualmente es uno de los barrios más
emblemáticos y arcaicos del puerto, mientras que la investigación teórica arrojó datos valiosos
que verifican su importancia histórica.
Así mismo mediante el análisis de los indicadores, se estableció que el mercado objetivo de
la propuesta serían todos los visitantes tanto nacionales como internacionales que acudan a la
ciudad de Guayaquil. Esto se pudo constatar a través de encuestas que reflejaron el perfil de los
visitantes y sus características, del mismo modo las entrevistas aportaron opiniones importantes
de personas que se encuentran inmersas en el barrio. Por último, se establece que el Barrio el
Astillero es un patrimonio cultural importante que debe ser recuperado mediante el desarrollo
de planes turísticos como la idea de negocio de la investigación, que es la realización de un tour
fluvial que destaque esta zona de Guayaquil.
The Barrio el Astillero is the oldest neighborhood in the city of Guayaquil, important events took place there, and in the mid-twentieth century it reached its peak because it was an industrial neighborhood par excellence. Currently, buildings, parks and docks that recall the Guayaquil of yesteryear are still among its streets. Thanks to empirical research it was found that it is currently one of the most emblematic and archaic neighborhoods of the port, while theoretical research yielded valuable data that verify its historical importance. Likewise, through the analysis of the indicators, it was established that the target market of the proposal would be all national and international visitors who come to the city of Guayaquil. This could be verified through surveys that reflected the profile of the visitors and their characteristics, in the same way the interviews provided important opinions of people who are immersed in the neighborhood. Finally, it is established that the Barrio el Astillero is an important cultural heritage that must be recovered through the development of tourism plans such as the business idea of research, which is the realization of a river tour that highlights this area of Guayaquil.
The Barrio el Astillero is the oldest neighborhood in the city of Guayaquil, important events took place there, and in the mid-twentieth century it reached its peak because it was an industrial neighborhood par excellence. Currently, buildings, parks and docks that recall the Guayaquil of yesteryear are still among its streets. Thanks to empirical research it was found that it is currently one of the most emblematic and archaic neighborhoods of the port, while theoretical research yielded valuable data that verify its historical importance. Likewise, through the analysis of the indicators, it was established that the target market of the proposal would be all national and international visitors who come to the city of Guayaquil. This could be verified through surveys that reflected the profile of the visitors and their characteristics, in the same way the interviews provided important opinions of people who are immersed in the neighborhood. Finally, it is established that the Barrio el Astillero is an important cultural heritage that must be recovered through the development of tourism plans such as the business idea of research, which is the realization of a river tour that highlights this area of Guayaquil.
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ANÁLISIS DE MERCADO, TURISMO FLUVIAL, ASTILLEROS, HISTORIA
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