Plan de marketing-proyecto primates del Sur.

Abstract

This document consists of research on nature-scientific tourism in the Canton Las Lajas parish La Libertad, giving value to it and promote it through a tourism marketing plan in order to generate local development by turning the sector as a secondary source of income for the community, another important point in this context is that the place has natural resources for those tourists who love nature and for those people who conduct research on the flora and fauna in the area. To carry out the marketing plan, marketing mix strategies will be used to attract the attention of potential future clients. The strategies are: Product: Offer a variety of tourist activities to satisfy the needs and desires of tourists. Price: Set an affordable price to maintain customer loyalty. Place: To make tourist sites known effectively and quickly. Promotion: Carry out tourism promotions that are the main component in order to attract more customers, promoting existing tourist attractions. The components of contribution for the investigation were the bibliographic sources, the surveys directed to tourists belonging to the different cantons and the use of the MINTUR's hierarchical cards with the visit to the site for the update of the information in order to obtain real data. Within what corresponds to the methodology, the descriptive type of research was used considering that through the results of the surveys carried out to the population it is based in a quantitative and qualitative way with the purpose of knowing the viability and acceptance of the nature-scientific tourism to generate a tourist development. The results show the acceptance of this type of tourism for the parish of La Libertad, since it is considered important to generate income, benefits for the community and also allows to promote local enterprises in such a way that the Governance is the one who should provide initiatives and support as the competent authority for tourism companies to invest in the sector generating employment for local residents. The purpose is to generate a different type of tourism and to offer tours according to the resources that the place has, such as a Full Day, it is possible to know the tourist sites, provide new experiences to tourists and perform activities related to nature compared to traditional tourism of sun and beach. It is important that the authorities of the parish of La Libertad have an official website so that the tourist has all the necessary information when visiting the place, as well as information about tourist attractions, food and beverage establishments, lodging, etc. In such a way that when you are in the place you have access to all the services and make your stay a unique experience. On the other hand, there is the possibility that people who travel for scientific research reasons, come to the place, since having endemic species are an important source of research and support for future projects.