Plan de negocio para el Balneario Turístico “Peñas Coloradas” de la provincia de Napo, cantón Tena

Abstract

The objective of this study was to develop a Business Plan for the "Peñas Coloradas" Tourist Resort in the province of Napo, Tena canton in order to provide its quality service and improve its administrative management. The methodology used was the observation where the positive and negative aspects of the spa were identified, a questionnaire was designed with open and closed questions that helped to determine tastes and preference of tourists when visiting the spa. A survey was applied to the inhabitants of Tena city and an interview with the owner of the company. Once the data was tabulated, the respective analysis and interpretation of results was carried out, in which it was identified that tourists qualify as good the service that the spa offers, they visit the place on weekends, they prefer to do family activities. In addition, a situational analysis of the spa was carried out by using the SWOT matrix to verify the current situation of the company, identifying internal and external factors that determined that the resort requires a business plan to strengthen its economic activity. During the financial evaluation, cash flow projections were made, obtaining a NPV of $ 3,797.9; IRR of 31%, which determined that the project is feasible. It is concluded that the business plan constitutes a guide for the economic performance of the spa as it has an organizational, a marketing, a technical, and a financial plan. It is recommended to apply the strategies proposed in this marketing plan to improve the company´s quality of service and thus to become more competitive.