Plan de marketing para el desarrollo del centro turístico Kushni Pakcha perteneciente al cantón Francisco de Orellana.

Abstract

The present research was carried out with the objective for designing a marketing plan for the development at Kushni Pakcha Tourist Center from San Luis de Armenia parish, in Francisco de Orellana canton, province of Orellana-Ecuador; using strategies were used for economic and promotional improvement such as social networks (FACEBOOK, Instagram and TikTok). The methodological approach that was carried out quali- quantitative, since a participatory situational diagnosis at Kusnhi Pakcha Tourist Center was field observation, surveys to tourists who visited the place and interviews to part of the board (coordinator and administrator) from tourist center. As a result, a tourism marketing plan was developed based on the situational diagnosis, with strategies aimed at social networks, which allows to promote effectively and at low cost to reach the target audience, strategic publications were made with images, videos, and geographic location of the Kushni Pakcha Tourist Center in the official networks of place to publicize the tourist offer of place. It is concluded that, it is feasible to carry out a marketing plan with strategies aimed at improving the development and positioning of the place, increasing the influx of visitors at Kushni Pakcha Tourist Center, applying this tourism marketing plan proposed in the research, for the development and continuous improvement of the enterprise.