Plan de marketing para promover la visita a la Comuna A’i Cofán Dureno, del cantón Lago Agrio.

Abstract

The proposed marketing plan has as an essential objective: Design actions for the promotion of visits to the A’i Cofán –Dureno commune. The development of the plan focuses its attention on a unique design that responds to three stages: strategic formulation, operations as well as monitoring and evaluation. In this way it is distinguished by its characteristics: safety, variety, comfort and cordiality. Interesting is that part of the diagnosis made from the application of empirical level methods, duly processed the information that has been triangulated after the application of specific procedures. In the design of the SWOT matrix they reveal the main weaknesses and threats that are affecting the visits of tourists to the commune. A market study, programs and activities are established; as well as a methodology for impact evaluation and the disclosure of a permanent improvement plan. For the realization of the marketing plan, joint work was necessary among the people of the Decentralized Autonomous Government (DAG) of the Lago Agrio Canton, Ministry of Tourism, Community Leadership, District Education Department of the Canton, Tourism Agencies, Means of Communications; in pursuit of the promotion of visits by national and international tourists to the commune for personal satisfaction and economic development of the region. Finally, it is worth noting that the Marketing Plan has an estimated economic amount of USD 32 265.00 for the execution of each program and activity that is designed, beginning May 2020.