Plan de marketing para la promoción y difusión turística del cantón Zapotillo de la provincia de Loja

Abstract

Abstract: The development of this research work "Marketing Plan for Tourism Promotion and Dissemination of the canton Zapotillo" contains strategic lines to market their tourism. First, it was included an internal and external diagnosis of the canton with information previously raised. Later interviews with experts from the cities of Loja and Zapotillo who have worked or are related to the tourism industry were made to give more validity to the project. Finally, the marketing plan proposal was designed, which has been given focused to the variables product and promotion/communication with their respective sales strategies and budgets. All these initiatives eager to improve the economy of the sector by harnessing its natural and cultural resources so it can become a destination of choice nationwide. The methodology that has been applied for the analysis and data collection is the qualitative and the techniques used for gathering information are the questionnaire, the interview, and the observation through a site visit.