Plan de marketing para posicionar los atractivos turísticos de la parroquia Posorja, en la ciudad de Guayaquil

Abstract

The objective of this research work was to create strategies to generate positioning in the tourist field of the Posorja parish in the city of Guayaquil, informing about the attractions, gastronomy, industrial activities, fishing and main activities in the area. Considering aspects to disseminate customs and tourism offered by the parish at national and international level. For the advancement of the research, the methodology applied was a qualitative and quantitative approach facilitating several tools that helped to collect information to study and analyze in depth the situation of the parish, among the techniques and instruments used, The interview was applied to the people in charge of the tourism area to perceive what are the strengths and weaknesses of the rural parish GAD, in the same way a survey was applied to the economically active population of Ecuador, in order to know the acceptance it has at the national level, what are the preferences of tourists post covid, its influence on the market. The information collected reflected the need to have various means of communication with relevant information about activities and festivities that take place in the parish, which will identify the parish and help differentiate it from others, this parish has much to offer in the tourism aspect, the problem is the lack of knowledge of the locality. For this reason it was recommended to the GAD parish of Posorja to implement the proposed marketing plan, since the strategies were created to position the brand, Posorja cradle of the Pacific in a way that helps to generate value in terms of tourist attractions offered by the parish and in this way to differentiate itself from the competition and can be better positioned in the market.