Plan de marketing para el mejoramiento turístico del emprendimiento comunitario Ila Kucha perteneciente al cantón Francisco de Orellana

Abstract

In the Community Tourist Center (CTC) Ila Kucha it was identified that they do not have adequate knowledge about marketing strategies, tourism promotion, nor a defined market segment, this has caused that in recent years has not driven the development of the community establishment, for this reason, it was aimed to make a marketing plan for tourism improvement of the community enterprise Ila Kucha located in Francisco de Orellana. The research was carried out using a mixed methodological approach, where information was obtained through techniques such as surveys of tourists who visited the site, interviews with the president, administrator of the CTC, and the coordinator of Tourism of the Autonomous Decentralized Provincial Government of Orellana (GADPO). A non-experimental design was used, through observation and analysis and a cross-sectional design for data collection in a single period of time, through surveys applied to tourists and administrators. The proposal is based on the marketing mix (product, price, place, promotion and people). According to the interviews, it was found that 46 percent of visitors knew the place through friends and family, only 29 percent have seen information about the site through social networks, for this reason, strategies were designed based on the situational diagnosis that allowed to promote the place effectively and at low costs, publications were created in social networks showing activities and services offered by the establishment to make the CTC offer known to more public. In conclusion, it was identified that it is important to carry out a marketing plan to reach the target audience, also with the correct application of the proposed strategies it is asserted that this allows to generate a tourism development of the venture so that it can be positioned locally and nationally.