Plan de marketing turístico para la parroquia Salinas de Tomabela, cantón Guaranda, provincia de Bolívar.

Abstract

The current research proposes the implementation of a Tourist Marketing Plan for Salinas de Tomabela Parish, Guaranda County, Bolivar Province. Through a methodological process it has been possible to obtain primary and secondary information where the tourist system codification of the parish was established. By making field trips and applying surveys, it was possible to collect relevant information in order to determine the visitors profile and guide the definition of the tourist product of the area. The results of the marketing study carried out in Guayaquil, Quito, Ambato and Guaranda were used to define the philosophy of Salinas Communitarian Tourist Center, this defines the mission, vision, policies and positioning strategies of the tourist product. On the other hand the tourist marketing mix (product, price, promotion, and distribution) was designed as well as four tourist packs with the corresponding costs and price for the national target, these will be commercialized in a direct and indirect way. The indirect way will depend on the negotiation agreement held between the manager of Salinas Communitarian Tourist Center and the intermediary. To define the brand, it was necessary to take into account some representative components of the parish in the order to provide a corporative image to the product, it is to say: name, slogan, and intense colors to identify it. The promotion and positioning strategies of Salinas Communitarian Tourist Center were established according to the following components: corporative image, mass media, pop material, and brochures. It is concluded that Salinas de Tomabela offers the following services: lodging, transport, food and guidance, this allows the development of the tourist activity and the improvement of the local economy. Key words: Marketing Plan, Tourist Marketing, Tourist System