Plan de marketing para la agencia de viajes y operadora de turismo Galemtravel del cantón Ambato, provincia Tungurahua, año 2023
Date
2024-01-30
Authors
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Publisher
Universidad Estatal de Bolívar. Facultad de Ciencias Administrativas Gestión Empresarial e Informática. Carrera de Turismo
Abstract
Description
The general objective of this research is to develop a marketing plan for the travel agency and tour operator "Galem Travel" canton Ambato Province of Tungurahua, focusing on the promotion and dissemination of the establishment. The method used in the research was mixed, a qualitative and quantitative approach was used, the technique of interviewing the general manager of the establishment was elaborated to know the current situation of the company after going through the pandemic, on the other hand the survey technique was used to know the characteristics of the consumer profile where the elaboration of a series of relevant questions was carried out that allowed us to obtain information necessary for the fulfillment of each of the objectives set out.
To fulfill the third objective, a marketing plan proposal was developed analyzing the strengths, weaknesses, opportunities and threats of the company, in addition to a strategic SWOT matrix, and the development of marketing mix strategies covering price, product, place and promotion to focus on the key points that must be taken into account when entering to compete in the tourism sector the proposal was proposed with the purpose of contributing to the improvement and growth of the establishment, concluding that the results obtained were positive for the fulfillment of each one of them.
Keywords
PLAN DE MARKETING, TURISMO, ESTRATEGIAS, MARKETING MIX