Plan de marketing turístico para la operadora de turismo “Ecuador Eco Adventure” de la ciudad de Riobamba, provincia de Chimborazo.

Abstract

This technical project animed to elaborate a tourism marketing plan for Ecuador´s Eco Adventure tourism operator in Riobamba City, Chimborazo province. This work proposed the elaboration of a tourism marketing plan, analyzing the variables of the marketing mix for the price, product, place, and promotion markets. A national market study was carried out using the synthetic analytical method, developing techniques such as bibliographic content analysis, fieldwork, and sampling techniques using data collected from the Biodiversity Information System of Ecuador (SIB). The analysis of the environment was obtained through supply and demand investigation; the SWOT was determined, which sets the appropriate marketing strategies, in the philosophical phase a manual of positions and functions for all employees of the agency. The marketing mix prioritized 3 packages that obtained a maximum qualification with a total of 4 points, being these: El Altar Trek, Chimborazo Trekking, and Chimborazo Climbing. The market was determined by analyzing current and potential demand and finding potential targets in Colombia, Peru, Mexico, Spain, the United Kingdom, Ambato, Ibarra, Latacunga, and Loja. The promotion focused on the use of automated ads through social networks and the website. In order for the product to meet quality standards, the project will be based on the goals and strategies established in the plan, with special control methods. It is recommended to carry out at least once a year the demand study, which allows to identify changes in consumption theories.