“Plan de comunicación para el posicionamiento del complejo turístico Yakuruna en la provincia de Orellana.”

Abstract

This research entitled the positioning of the Yakuruna tourist site in the province of Orellana aimed to develop positioning strategies through a communication plan that allows the improvement of multiple internal and external aspects through the correct use of concrete information, allowing one to know the cultural, social, and economic context of the tourist sector in a broad way. Therefore, a methodology of an exploratory and descriptive study level was used, which refers to the internal and external qualities of the facts at a determined time and where they are verified at the moment of describing the main components of the reality. It was necessary a survey application to a determined socioeconomic stratum within the established geographical area was carried out, as well as an interview with the high administrative command of the tourist place. Several study tools were applied to determine the current situation of the Yakuruna tourist location: PEST analysis, EMIF matrix, EMEF matrix, SWOT matrix, and strategic diagnosis. The proposal contains communication strategies and tactics that will allow in one way or another to achieve that the tourist complex is positioned and achieves success through the passage of time, making correct use of technology through digital marketing, and making the level of acceptability exceed 95.80% by maintaining accurate and current information, allowing to know the constant changes in the tourism market, developing and executing communication strategies.