Propuesta de un plan de marketing estratégico para potenciar el desarrollo turístico, natural y cultural de la ruta de los Tepuyes

Abstract

The tourism has become more powerful an economic force at the world-wide level. In Ecuador, the tourism has been one of the sources that have obtained around 789 million dollars, obtaining to position to the country in Europe like the best tourist site of South America. Great attractive the tourist one must to the variety of tradition, culture and biodiversity, in spite of its small territory, the country counts on four worlds: Coast, Mountain range, Orient and Insular Region. The present investigation is centered geographically in the Amazonian Region, mainly in the province of Zamora. A diagnosis of the present situation of the tourist destiny of the province is made, of the Route of the Tepuyes and the profile of the tourist settles down who the visit, with the objective to establish a strategic plan of tourist attractive Marketing that can position to the Route like one of the most representative ones of the South Region of Ecuador and satisfy the necessities of those who go to the destiny. Against this background, by means of the application of quantitative and qualitative methods, one determines that the Route of the Tepuyes is not positioned in the national and foreign tourists who go to the province of Zamora Chinchipe. In addition, it is possible to be stated that one of those weakness are the administrative management and deficient allocation of resources that the authorities offer the tourist destiny.