Browsing by Author "Bueno Camas, María de los Ángeles"

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    Plan de marketing del producto turístico ruta cultural recorriendo mis leyendas de las parroquias Ignacio Flores y Juan Montalvo del cantón Latacunga
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi (UTC)., 2024-08) Bueno Camas, María de los Ángeles; Rocha Chiliquinga, Katherin Fernanda; Rodas Vinueza, Daniela Alejandra
    In this thesis, a marketing plan was designed to disseminate and promote the cultural route "Recorriendo mis leyendas" (Tourism through my legends) of the Ignacio Flores and Juan Montalvo parishes of the Latacunga canton, which was previously developed in another thesis. It is a linear route, the tour lasts 4 hours where 7 attractions will be visited, which are cultural, consisting of 3 churches, the Santísima Trinidad Ecclesiastical Church, San Sebastián Church, San Martín Church, a gastronomic tasting in chugchucaras "Don Pancho", a Calvario viewpoint and 3 sanctuaries, which are the San José Sanctuary, the Virgen de la Misericordia Sanctuary, and the Colatoa Sanctuary. To carry out this research project, three objectives were set; the first objective was to carry out an analysis of the macro and micro environment of the tourist product using the synthetic method within the study area. There are programs focused on the tourist theme and the authorities assume their positions, proposing new projects to the population, and other actors, however, do not allow their development. Likewise, in the canton of Latacunga there are 170 service providers that pay taxes, 100% of which is used for the tourism sector, and the municipality of Latacunga contributes 5% of the taxes collected for the tourism sector. In the second objective, the profile of the tourist was identified through a market study, applying 384 surveys applied to visitors based on their demographics, socioeconomic factors, motivations and preferences, resulting in those who visit the parishes are local inhabitants since they are residents of the surrounding parishes and the canton such as San Felipe, El Salto, La Calera, La Laguna, San Sebastián and San Martín; In addition to neighboring cantons such as Pujilí, Saquisilí, Salcedo and Ambato, they specifically visit the center of the canton, most use their own vehicles for their mobilization, they travel with family or as a couple and are willing to know the attractions of the parish through tourist routes that last up to one day, and finally for the third objective, the SWOT, MEFE and MEFI matrices and SWOT Crossed were used so that through analysis strategies based on the 4Ps of marketing, price, product, place and promotion are formulated, the strategies focus on the dissemination and promotion of the cultural route "Recorriendo mis leyendas" in the parishes and canton.