Browsing by Author "Landa Changovalin, Yadira Estefania"

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    “Plan de medios para el complejo Rincón de la Luna del Cantón Patate”
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Landa Changovalin, Yadira Estefania; Tixi Ramírez, Mónica Alexandra; Salguero Núñez, Cristian Stalin
    The tourism sector is one of the most important and influential economic pillars nowadays since it helps to boost the economic and social development of a sector, at the same time this sector is one of the most competitive so it is important to have a well-structured media plan to attract visitors, differentiate from competitors and position itself in the consumer's mind. Therefore, the main objective of this research work is to design a media plan for effective communication of Complejo Rincón de la Luna in Patate Canton, to achieve this objective we used bibliographic support and a mixed approach methodology, with a descriptive level, which helped to understand the situation of the complex, in addition to the observation method that allowed us to have a clearer perception of our target audience and through a data collection instrument we identified the most efficient media and communication channels. The most popular digital media selected by the users are Facebook, TikTok and the preference in receiving exclusive information by emails, on the other hand the traditional media such as Television, Radio and billboards, these media are considered very relevant when looking for and obtaining information and inspiration in tourist destinations according to their geographical area. Based on the results obtained the strategies that were proposed is the AIDA strategy in combination with ATL and BTL, this allowed us to create a comprehensive campaign that reaches a wide audience and also the specific segmentation, while the AIDA strategy allows us to create persuasive messages to the audience.