Diseño de estrategias de promoción turística para aumentar la afluencia de visitantes en el complejo turístico El Fundador en la comunidad Manduro Yaku, ciudad El Coca provincia de Orellana.

Abstract

The present research was carried out with the objective of designing tourism promotion strategies through promotional techniques to reactivate and increase number of visitors in El Centro Recreativo El Fundador, using communication media to reach the public. The approach was mixed, it collected, analyzed, and detailed qualitative and quantitative data of the study area; it was also documentary, reviewed of bibliographic sources and field, the information was collected from site through surveys and interviews. The inductive-deductive method was applied where tree of problems and objectives were elaborated like the analysis of Strengths, Opportunities, Weaknesses and Threats (SWOT), using the interview directed to administrator and professionals in publicity and marketing corresponding to Autonomous Decentralized Provincial Government from Orellana (ADPGO) and Ministry of Tourism (MINTUR). Then, the synthetic analytical method was applied to design the tourism promotion strategy focused on products and services offered by the site, reintegrating complementary activities. As a result, a marketing plan was elaborated using as a strategy the creation of web pages, with information place, promotional videos, and relevant images, location, prices, etc., making known the activities that are carried out in "Centro Recreativo El Fundador"; the tourist logo of the establishment and publicity through television and radio were made. It concluded that it is feasible to design tourism promotion strategies for this center, with promotional techniques, these serve as direct instruments to connect with public and reactivate and increase the influx of tourists in the place. It is recommended to the managers of tourist centers, using communicational means to promote their enterprise and position themselves in the market.