Plan de marketing turístico de los recursos naturales de la comunidad de Yanahurco del Cantón Pujilí, provincia de Cotopaxi

Abstract

The reason of this project is to present a tourism marketing plan for the natural resources of the Yanahurco community in the Canton Pujilí, Cotopaxi province, since in this place it is feasible to carry out community tourism, which promotes the local development of the community thanks to its thermal springs, the beauty of its landscapes, as well as the Aluchan cheese factory. This project addressed the problem of poor tourism promotion, which causes a reduced margin of visitors, although they have received training in community tourism, there is deterioration due to the misuse and disorganization of facilities, there have also been shortcomings in terms of the attention of the municipal organisms that are in charge of elaborating tourist plans that introduce this community. The objective of the research was based on designing a tourism marketing plan, by improving services by identifying natural resources and determining their current situation. The project contains bibliographic and field research techniques that were carried out prior to the construction of the marketing plan. The quantitative study survey and qualitative study in-depth interviews allowed conversations with residents of the Yanahurco community. As a methodology research, the marketing plan establishes the 4p, price, product, place, promotion, as well as establishing the dissemination campaigns for different media, as well as the implementation of promotion plans and tourist packages. To finish the project, it executes a schedule of activities for the planning of the activities, and the budget for the execution.