Publicación: Estrategias de marketing para mejorar la visibilidad del Operador Turístico San Cipriano
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Resumen en español
El entorno turístico es de los sectores más relevantes a nivel mundial, siendo el turismo de naturaleza uno de los más consecuentes en la industria turística atrayendo viajeros que buscan experiencias en entornos naturales. Hoy en día los operadores turísticos cumplen una parte fundamental al ofrecer productos y servicios que conectan a los visitantes a elegirlos como destino. Este trabajo se desarrolló con el objetivo de crear estrategias de marketing que contribuyan a fortalecer el potencial del Operador Turístico San Cipriano,se realizó con un diseño de metodología mixta mediante el cual se realizaron encuestas a 25 personas (clientes y locales)en la cual los resultados obtenidos demuestran que el operador, aunque tiene buen potencial no cuenta con un buen posicionamiento en el mercado y carece de estrategias de marketing que contribuyan a su fortalecimiento. Por lo tanto, se concluye en implementar estrategias promocionales para mejorar la percepción ante los consumidores potenciales y diferenciarlo dentro del mercado competente. The touristic sector is one of the most relevant industries worldwide, Nature tourism is one of the most significant segments in the tourism industry, attracting travelers who seek experiences in natural environments. Nowadays, tour operators play a fundamental role by offering products and services that connect visitors when choosing them as a destination. This work was developed with the aim of creating marketing strategies that contribute to strengthening the potential of the San Cipriano Tour Operator. A mixed-methodology design was used, conducting surveys with 30 people (clients and locals), where the results obtained demonstrate that the operator, although it has good potential, does not have a strong market positioning and lacks marketing strategies that contribute to its strengthening. Therefore, it is concluded that promotional strategies should be implemented to improve perception among potential consumers and differentiate it within the competitive market.
Resumen en inglés
The touristic sector is one of the most relevant industries worldwide, Nature tourism is one of the most significant segments in the tourism industry, attracting travelers who seek experiences in natural environments. Nowadays, tour operators play a fundamental role by offering products and services that connect visitors when choosing them as a destination. This work was developed with the aim of creating marketing strategies that contribute to strengthening the potential of the San Cipriano Tour Operator. A mixed-methodology design was used, conducting surveys with 30 people (clients and locals), where the results obtained demonstrate that the operator, although it has good potential, does not have a strong market positioning and lacks marketing strategies that contribute to its strengthening. Therefore, it is concluded that promotional strategies should be implemented to improve perception among potential consumers and differentiate it within the competitive market.