Propuesta de un plan estratégico para reestructurar el sector hotelero a través del turismo comunitario en las Islas Galápagos.

Abstract

The present thesis was elaborated with the objective of developing a "Proposal of a Strategic Plan to Restructure the Hotel Sector through Community Tourism in the Galapagos Islands". This thesis project contemplates several aspects within a Strategic Marketing Plan whose purpose is to establish a general objective and several specific ones, with which it tries to open new segments of tourist markets, allowing to have better income possibilities for the communities that live of tourism in the Islands. Within the project a Referential Theoretical Framework was established on concepts of Community Tourism, Sustainable Economy, Tourist Productive Matrix, Tourism Development, besides establishing Methodological Framework of Analytical and Deductive Character using techniques such as interviews and random sample surveys to tour operators, tourists potentials, and people from the community. Once the information was established and collected, some Matrices were carried out to try to have clear and objective diagnoses such as the Internal Factors Matrix, External Factors Matrix, SWOT Matrix, PEST Matrix, which aims to establish concrete variables about the environment that the Community Tourism Sector of the Galapagos moves, to then raise in the Strategic Marketing Plan the variables of Price, Product, Logistics, Advertising Communication and through these variables implement the Mission and the Vision of the Proposal, which concludes with viable recommendations in this research project. This was pointed out in the conclusions and recommendations that were made at the end of the project, in which it is clearly noted that following the structural plan can achieve the objectives set.