Diseño de un modelo de gestión de comunicación de marketing integral para la difusión turística de la comunidad Chazojuan, parroquia Salinas, provincia Bolívar, 2016.

Abstract

The objective of the research was to create an Integral Marketing Communication Model for the Tourist Diffusion of the Chazojuan community, Salinas Parish of Guaranda Canton. The aim is that the target market knows about the tourist attractions that the community possesses. The main axes that based the proposed model are: Corporate image, advertising and religious as a basis for community tourism development. The strategies presented have been proposed based on the results obtained in the field research for which the interview and survey was used. Therefore, 52% of the people believe they know an alternative to disseminate tourist attractions and allow the elimination of borders and make known the competitive advantages of the community. Through these arguments, specific strategies were proposed and adapted to the needs of the community such as: Brand Creation, Though the line (TTL) advertising – Above the line (ATL) advertising, Strategic Alliances, Sales Force, without leaving aside Budget necessary for its execution. The descriptive scope considering that the publicity and promotion are informative alternatives when deciding for a service. To test the hypothesis, the Chi – square statistical test was used to determine that the Chi – square calculated is 1982.48 greater that the Chi – square tabulated 16.7496 and the acceptance of the alternative hypothesis. It is concluded that the media, such as radio, television, fairs, web pages, allow to publicize the attractions and tourist services that the community has. Consequently, arouse the interest of potential tourists to satisfy their needs, what is required is the joint participation. It is recommended to keep is constant update and movement each one of the strategies used, taking advantage of the government help, developing communication plans that include new technologies.