Plan de comunicación para posicionar el parque acuático del cantón Pallatanga

Abstract

The objective of this research was the creation of a communication plan that contributes to the positioning of the Aquatic Park in Pallatanga canton. The methodology used for the research was based on a qualitative and quantitative approach, with a descriptive research level and the research design according to the manipulation of the independent variable in a non-experimental way. According to the interventions in the fieldwork, it was developed from the transversal form. The method used was the analytical one, in which statistical data were applied such as the finite formula to determine the sample size in which 373 were obtained, Cronbach's alpha for the validation of the questionnaire which gave a result of 0.839, and the hypothesis test by means of chi-square where h1 was accepted. The techniques for the research were: observation, which allowed close observation of the object of study, and the survey through which it was possible to collect and analyze the information required for the research. The questionnaire in Microsoft Forms and the SPSS statistical program were the instruments applied. The main findings obtained from the research determine that the canton of Pallatanga is considered a tourist transit area. Tourists do not recognize the Water Park, therefore, it has no positioning and no presence on social networks. It is concluded that the communication efforts remained weak, limited, and restricted, which prevents an adequate establishment of the tourist destination, so it is recommended the implementation of a communication plan to position it in the short and medium-term.