Plan de marketing para posicionar los atractivos turísticos de la parroquia El Paraíso la 14, provincia de Manabí

Abstract

This research work was made with the objective of promoting the tourist attractions of Paraíso la 14 parish, in El Carmen canton, Manabí province, through the design of marketing strategies for its positioning in the national market. It is necessary to know that the parish was recently annexed to the province of Manabí in 2015 through a popular consultation, for which it does not have a marketing department that records data or manages statistics of a tourist nature and worse still, the existence of a strategic plan focused on this sector. The research has a mixed approach; on one hand, it is of a quantitative nature, since a survey was applied to 356 people who represent the population of the parish and potential tourists, with the intention of obtaining opinion data, needs; and on the other hand, it also has a qualitative approach because through the interview it was possible to collect criteria and points of view of the members of the parish government, likewise the technique of direct observation, managed to identify which are the activities, services, and level of promotion that the sector currently offers. The findings after the application of the research instruments were positive, since they showed the empathy of the inhabitants and their leaders, referring to the incidence of marketing in the positioning of Paraíso la 14 and its implementation. After analyzing the data obtained, it proceeded to carry out a strategic plan, designing tactics based on marketing: tourism, digital and content, which materialized in the creation and improvement of digital platforms, adding audiovisual and multimedia content, preparing advertising for high impact with great scope, redesign of the logo, maps with virtual routes, promotions, among others, proposals that will help sustainable tourism development.