Marketing strategies for tour operators in the parish Posorja Province of Guayas

Abstract

The research was carried out in the parish of Posorja province of Guayas, whose purpose is the development of marketing strategies to strengthen tourism activity in its operators It was necessary to carry out a situational diagnosis of tourism, to verify the strengths, opportunities, weaknesses And threats; A market study was used to identify client's wishes and preferences and their position regarding the competition, proposing positioning strategies. This work was justified because it contributes to the fundamental development of the resources, allowing in this way to take the preventive measures, guaranteeing an orderly and specific control for the development of the tourist activity, for that reason will benefit not only the tour operator, but also To the sector in particular. It was based on theories of the planning of marketing strategies and tourism 

established in the theoretical framework, the research is approached according to the deductive and inductive methodology, determining the descriptive study and using the techniques of observation, interview and poll. The population was taken in different hotels in Playas and Posorja with a total of 538 tourists, the probabilistic sample was 230 people, was used a survey to the tourists formed by 10 questions and an interview to the president of the parochial GAD of Posorja, obtained the Information was reached the discussion of the results. In the development of the proposal strategies and tactics were established, in order to carry out promotional and publicity campaigns, achieving the positioning of the company and its brand; Within the impacts of the proposal took into account the economic, social and environmental. Finalizing with the conclusions and recommendations that merit the development of this titling work.