Plan de marketing turístico para posicionar la comunidad Kichwa “Santa Rita” del cantón Archidona como destino turístico en la provincia de Napo

Abstract

This research work has focused on designing a tourism marketing plan to position the Kichwa Santa Rita Community as a tourist destination in the Province of Napo, in order to strengthen the influx of tourists and boost the economy of the families. A qualitative and quantitative methodology was used where techniques such as the survey were used to establish both the internal analysis to know the current situation and external to determine the customer profile. Which was validated by the expert method with 8 researchers, based on a Likert scale where one totally disagrees and five totally agree, with an acceptable score for its application in the sample of the employed and stratified EAP obtained from 380 surveys. These surveys resulted in 74% of individuals with the purchasing power and willingness to acquire the tourist service. Next, in the situational diagnosis part, tools such as the Pest matrix, external-internal factors evaluation matrix (MEFE and MEFI), Porter's 5 forces, Amofhit, competitive profile matrix (MPC), arrive at the matrix of strengths, opportunities, weaknesses, and threats (SWOT) were used to subsequently propose strategies aimed at positioning such as inbound marketing, customer service training, personal selling, promotion and advertising in social networks, Marketing Street and a new tourism product. This makes it feasible to implement the tourism marketing plan to correct weaknesses and counteract threats, so it is recommended that the Kichwa Santa Rita Community implement the proposal to contribute to the marketing of tourism products.