Plan de marketing turístico comunitario para posicionar el cantón Sucúa, provincia de Morona Santiago

Abstract

This research aimed to develop a community tourism marketing plan to position the canton of Sucúa, Morona Santiago province. The research used a qualitative and quantitative method, the qualitative part identified the factors that influence the communication of community tourism in the canton getting relevant information, such information from interviews defined study variables, while the quantitative part handled the analysis of statistical data using pie charts and tables to show the results, to understand these variables. We work on a survey to the population and interviews to three officials of the municipal government of Sucúa. For the scientific validation of this study, we used the SPSS program, generating strategies that reactivate tourism, such as develop of BTL strategies, communication, corporate identity, and digital marketing. As a result, we detected that the target audience are people from 20 to 30 years of age, male with single marital status, travel more frequently have an income range of 0 to $400. They belong to the highland’s region, 42% travelling to visit family members, their favorite tourist activities are: going to spas and taking a tour, while 51% of the people have never visited the canton, the Panki Spa was the best known, 98% would visit the canton. Despite the canton’s natural and cultural wealth, they do not exploit its resources. We recommend work at this community tourism marketing plan, as an instrument to improve the existing deficiencies and position the canton in the tourism market.