Plan de marketing turístico para incrementar la cartera de clientes de la hostería El Reventador del cantón Gonzalo Pizarro provincia de Sucumbíos

Abstract

This study was conducted for “Hostería El Reventador” in Sucumbíos Province to determine the current situation and establish tourism marketing strategies to expand the customer base. This research includes a comprehensive research approach supported by relevant theory and existing literature, considering the pertinent variables of the study. A combined qualitative and quantitative research approach was employed, using a descriptive non-experimental cross-sectional design. The methodology of this study comprises inductive, deductive, analytical, synthetic, and systematic approaches. Also, data collection techniques such as surveys targeting the economically active population (EAP) of Sucumbíos Province and an interview with the manager of the hostería were essential to gather reliable information. Through the internal and external situational analysis conducted using SWOT, IFE, and EFE matrices, key strengths and weaknesses were identified to be considered for the proposed strategies. It was determined that despite being an attractive tourist destination, the hostería faces significant challenges in critical areas such as communication, promotion, customer portfolio management, and lack of innovation in its offerings. These combined factors have contributed to the current issues, including stagnant sales and declining revenue. Therefore, there is a clear need to develop a tourism marketing plan to address these challenges, aiming to retain current customers and attract new visitors.