Estrategias publicitarias para promover la venta de paquetes vacacionales a los graduados de educación secundaria en la ciudad de Machala.

Abstract

It is important to know the current state of the tourism industry at global and national level, to have clear concepts of tourism and advertising to be more specific in what the travel agency can offer to its target audience, choosing the best destinations and amenities that can be given in the offered service will be a challenge for the travel agency. This study focuses on defining the target audience and making proposals for an advertising campaign of the travel agency American Touring, focused on the market segment that are the graduates of the school, we will define the most feasible means to reach them and effectively communicate the promotional packages. This work was developed by means of qualitative research using the method of direct observation in the travel agency and the technique of Focus Groups applied to students to verify which are their preferred tourist destinations, the means of communication and information they use the most and if they use travel agency when travelling for holidays. And we conclude the investigation by fulfilling the proposed work, giving the respective recommendations for the advertising campaign.