Plan de márketing turístico para la comunidad Jumandy, parroquia San José de Payamino, cantón Loreto, provincia de Orellana

Abstract

This research proposes to develop a marketing action plan for Jumandy community, San Jose de Payamino parish, Loreto canton, in Orellana province; it was prepared to open up new markets, through the marketing strategies implementation which reach consumers to get necessary information and access to the services offered by the community. A situational diagnosis was carried out, an inventory of natural and cultural heritage, a market research, the creation of a touristic brand, promotion and finally the marketing strategies were stablished. The creation of three touristic products was achieved community-based tourism, ecotourism and adventure tourism. It is proposed working together with the Department of Environment and the Tourism for its operations and structure. The same which will perform functions of development, evaluation, promotion of the products and other touristic projects. It will be financed through the municipality participative budget, agreements and negotiations with ONG´s. The projects will be based in the objectives and established strategies in this work. Promotion and advertisement will take place on a web page which will be updated each year, the creation of a blog in social networks, leaflets, posters, caps, t-shirts, bags, pens, folders and a radio spots. The promotion coverage will be mainly national, since domestic tourism is the source of income more important than the international tourism. It is necessary that the Jumandy community tap the natural heritage in an adequate way, readapt the tourist infrastructure, train and educate the human resource in touristic field and use the information of this research, developing touristic activity as sustainable enterprise. The investment will have an approximate cost of $ 85.400 dollars. Key Words: TOURISTIC MARKETING – MARKETING STRATEGIES – NATURAL HERITAGE – CULTURAL HERITAGE.