Diseño de un Plan Estratégico de Comunicación para el Parque Nacional Yasuní, ubicado en el cantón Aguarico, provincia de Orellana, período 2017

Abstract

The present graduation work deals with proposing a Communication Strategic Plan Design for the Yasuní National Park located in the Aguarico Canton, Orellana Province, 2017 period to strengthen tourism in the zone through the promotional communication. The used investigation type was qualitative-quantitative as well as field one, with the national and foreign tourists being implied, to whom a structured questionnaire was carried out to determine the park actual situation as to its factors both internal and external. The data were analyzed and interpreted, permitting to establish the following findings: the Yasuní National Park does not promote adequately its touring attractions because the tourists are not aware of the offer through the communication media; there is a cooperation lack between the touring agencies and the park; the highest flow of tourists is produced in the holydays and long vacations when they travel. The most used information means by the tourists is the internet through the social networks. The Communication Strategic Plan includes carrying out in a systematic way: souvenir material, strategies in social networks and multimedia content strategies. It is recommended to start the proposal, as its adequate application will permit to strengthen tourism in the zone through the promotional communication.