Propuesta de un plan de marketing turístico para la parroquia El Progreso

Abstract

Abstract: This proposal focuses on a digital marketing plan for the tourism promotion of the El Progreso parish, a site located on San Cristóbal Island, with the objective of promoting the sustainable development of the parish. Based on a comprehensive diagnosis, its cultural and natural attractions are identified, such as Hacienda El Progreso and Laguna El Junco, and tourist trends are analyzed, highlighting agrotourism and ecotourism. Mixed methods were used where qualitative and quantitative methods are combined to evaluate tourism supply and demand, in addition to identifying visitor preferences. Among the findings, the lack of tourist infrastructure and the low digital presence of the parish are evident. The proposal includes digital marketing campaigns, alliances with travel agencies and training programs for the local community, along with the design of a tourism brand. With the indicated budget, the aim is to increase the visibility of the destination and promote its economic development, promoting sustainable tourism and thus positioning the parish.