Diseño de un Plan de Marketing Turístico para el cantón Francisco de Orellana, provincia de Orellana, período 2016 - 2017

Abstract

The objective of this degree work is to propose the Design of a Tourist Marketing Plan for Francisco de Orellana Canton, of Orellana Province, Period 2016 – 2017, through an analysis of the micro and macro environment that contributes to optimize tourism in the canton through communication strategies. The modality with which we worked establishes measurable information both in terms of qualities and quantities of an exploratory and descriptive nature, and those involved in this research are national and foreign tourist, conducting field research through a survey to determine the current situation of the canton in relation to the marketing that is applied. The obtained data was analyzed and interpreted allowing to establish the following findings: there is a low flow of tourists due to the lack of promotion, the largest amount of tourism that takes place in the city is by its own residents and mainly by people who work there, adventure tourism has positioned itself as one of the greatest strengths of the canton, there is no adequate tourist information for tourist to know the places they can visit, internet is the most used means of information. The Marketing Plan proposal includes generating strategies such as: the redesign of the brand, advertising material, creation of a billboard, continuous training, communication in social networks and generation of digital content. The application of the suggested proposal is recommended, as it will strengthen tourism in the canton.