Estrategia de marketing para la diversificación de la oferta turística en puerto Jeli, cantón Santa Rosa.

Abstract

The objective of the thesis “Marketing strategies to diversify the tourist offer of Puerto Jelí, Santa Rosa canton” is to develop marketing strategies for tourist activities by applying research tools that allow the diversification of the offer in the tourism sector in the parish. In order for Puerto Jelí to be more recognized in the province and to promote tourism and reactivate the local economy, all this with the help of a marketing plan. A mixed methodology was used, where qualitative and quantitative approaches were combined. Information was collected from an interview with the head of tourism in Santa Rosa and from surveys carried out in the community, in order to make a plan according to their needs. A hierarchy sheet was also developed to know the hierarchical level of the gastronomy of Puerto Jelí. In addition, a marketing plan was developed that consists of the creation of a magazine to promote the new activities offered. Finally, the costs and budgets for the execution of the aforementioned proposal are detailed.