Propuesta de rediseño de un plan de marketing turístico para el centro de interpretación Cuicocha perteneciente a la Reserva Ecológica Cotacachi - Cayapas del cantón Cotacachi, provincia de Imbabura
Authors
Lema Cáceres, Ana Pacari
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
El centro de interpretación Cuicocha ubicado en la zona de acceso norte de la Reserva Ecológica Cotacachi Cayapas es uno de los recursos más importantes del sitio debido a su papel trascendental como herramienta de comunicación e información para el usuario quien al acceder puede encontrar una serie de aspectos naturales, geográficos y culturales sobre el área formando de manera directa un aporte a la experiencia turística del visitante.
Al conformar éste uno de los recursos relevantes de la zona se cree oportuno elaborar una propuesta de investigación que busca identificar las más acertadas estrategias de uso, promoción y difusión del centro de interpretación, a través del diseño de un plan de marketing turístico con el sustento teórico de autores como: Guerrero y Ramos (2014), Riveros (2015), Ibáñez (2016), Leyva (2016), Ballina (2017), Monje (2017), entre otros recopilando una serie de documentos que detallan conceptos, metodología y artículos estipulados en la Ley que corresponden al tema tratado vinculando los conocimientos más actualizados en aspectos de desarrollo y avances en planes de marketing turístico.
A través de un análisis de fortalezas, oportunidades, debilidades y amenazas (FODA) y otro Político, Económico, Social y Tecnológico (PEST) se obtiene información a nivel interno y externo del recurso lo que permite elaborar una serie de estrategias que fomentan la revitalización y uso del recurso conforme a las necesidades de la demanda actual, para finalmente obtener resultados vinculados a la ejecución de acciones basadas en el marketing mix con una visión de planificación, reinversión y sustentabilidad que cumpla con las expectativas y necesidades de los diferentes miembros que confluyen en la actividad turística.
The Cuicocha Interpretation Center is located in the northern access zone of the Cotacachi Cayapas Ecological Reserve is one of the most important resources of the site due to its transcendental role as a communication and information tool for the user who, upon accessing, can find a number of aspects natural, geographical and cultural areas directly forming a contribution to the tourist experience of the visitor. As this is one of the relevant resources of the area, it is considered appropriate to prepare a research proposal that seeks to identify the most appropriate strategies for use, promotion and dissemination of the interpretation center, through the design of a tourist marketing plan with the sustenance. Theoretical of authors such as: Guerrero and Ramos (2014), Riveros (2015), Ibáñez (2016), Leyva (2016), Ballina (2017), Monje (2017), among others, compiling a series of documents that detail concepts, methodology and articles stipulated in the Law that correspond to the subject treated, linking the most up to date knowledge in aspects of development and advances in tourist marketing plans. Through an analysis of strengths, opportunities, weaknesses and threats (SWOT) and other Political, Economic, Social and Technological (PEST) information is obtained internally and externally of the resource which allows to develop a series of strategies that encourage revitalization and use of the resource according to the needs of the current demand, to finally obtain results linked to the execution of actions based on the marketing mix with a vision of planning, reinvestment and sustainability that meets the expectations and needs of the different members that come together in the tourist activity.
The Cuicocha Interpretation Center is located in the northern access zone of the Cotacachi Cayapas Ecological Reserve is one of the most important resources of the site due to its transcendental role as a communication and information tool for the user who, upon accessing, can find a number of aspects natural, geographical and cultural areas directly forming a contribution to the tourist experience of the visitor. As this is one of the relevant resources of the area, it is considered appropriate to prepare a research proposal that seeks to identify the most appropriate strategies for use, promotion and dissemination of the interpretation center, through the design of a tourist marketing plan with the sustenance. Theoretical of authors such as: Guerrero and Ramos (2014), Riveros (2015), Ibáñez (2016), Leyva (2016), Ballina (2017), Monje (2017), among others, compiling a series of documents that detail concepts, methodology and articles stipulated in the Law that correspond to the subject treated, linking the most up to date knowledge in aspects of development and advances in tourist marketing plans. Through an analysis of strengths, opportunities, weaknesses and threats (SWOT) and other Political, Economic, Social and Technological (PEST) information is obtained internally and externally of the resource which allows to develop a series of strategies that encourage revitalization and use of the resource according to the needs of the current demand, to finally obtain results linked to the execution of actions based on the marketing mix with a vision of planning, reinvestment and sustainability that meets the expectations and needs of the different members that come together in the tourist activity.
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Keywords
Marketing, Estrategia, Turístico