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Universidad Central Del Ecuador Facultad De Ciencias Agrícolas Carrera De Turismo Ecológico

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Universidad Central Del Ecuador Facultad De Ciencias Agrícolas Carrera De Turismo Ecológico UNIVERSIDAD CENTRAL DEL ECUADOR FACULTAD DE CIENCIAS AGRÍCOLAS CARRERA DE TURISMO ECOLÓGICO DISEÑO DE UNA PROPUESTA DE PROMOCIÓN TURÍSTICA DE GASTRONOMIA PARA LA PARROQUIA DE SAN FRANCISCO DE NATABUELA, PROVINCIA DE IMBABURA TESIS DE GRADO PREVIA A LA OBTENCIÓN DEL TÍTULO DE LICENCIADO EN TURISMO ECOLÓGICO, MENCIÓN ECOTURISMO ANGEL JAVIER VARGAS MEJIA QUITO-ECUADOR 2015 DEDICATORIA Un ciclo de mi vida estudiantil está por concluir sin embargo se abren nuevos retos y oportunidades, que los sabré asumir con la misma constancia. Dedico este esfuerzo a mi familia, a mis tías Consuelo y Lorena que me han formado desde niño y en especial a mi abuelita Iralda a la que recuerdo con gran amor, ella fue la persona determinante en mi existencia que supo brindarme su ejemplo, cariño y la motivación necesaria para cumplir este gran sueño. Dedicado a ellos con cariño: Javier i AGRADECIMIENTOS A Dios Todopoderoso por sostenerme y sustentarme en las situaciones difíciles de la vida y convertir cada día en una experiencia única para realizarme como persona. A mi familia que con su colaboración han estado presentes en cada etapa de mi vida personal y estudiantil, a mis suegros por su ayuda, a mi hijo y esposa que han sido la motivación y el apoyo que he necesitado para culminar mi carrera. A la Facultad de Ciencias Agrícolas y personal docente por formarme profesionalmente en sus aulas, en especial a la Ingeniera Jacquelyn Pacheco directora de tesis, por bridarme su apoyo incondicional y darme las directrices para la realización de este trabajo. Aquellas grandes amistades que de una u otra manera contribuyeron para que este proyecto de vida sea una realidad. A todos y todas gracias por siempre. ii AUTORIZACIÓN DE LA AUTORÍA INTELECTUAL Yo, ÁNGEL JAVIER VARGAS MEJÍA en calidad de autor del trabajo de investigación o tesis realizada sobre DISEÑO DE UNA PROPUESTA DE PROMOCIÓN TURÍSTICA DE GASTRONOMÍA PARA LA PARROQUIA DE SAN FRANCISCO DE NATABUELA, PROVINCIA DE IMBABURA, DESIGN OF A PROPOSAL TO PROMOTE GASTRONOMIC TOURISM IN THE PARISH OF SAN FRANCISCO DE NATABUELA, PROVINCE OF IMBABURA, por la presente autorizo a la UNIVERSIDAD CENTRAL DEL ECUADOR, hacer uso de todos los contenidos que me pertenecen o de parte de los que contienen esta obra, con fines estrictamente académicos o de investigación. Los derechos que como autor me corresponden, con excepción de la presente autorización, seguirán vigentes a mi favor, de conformidad con lo establecido en los artículos 5, 6, 8; 19 y demás pertinentes de la ley de Propiedad Intelectual y su reglamento. Quito, 18 de diciembre de 2015 Ángel Javier Vargas Mejía C.I. 171960544-4 [email protected] CERTIFICACIÓN En calidad de tutor de trabajo de graduación cuyo título es: DISEÑO DE UNA PROPUESTA DE PROMOCIÓN TURÍSTICA DE GASTRONOMÍA PARA LA PARROQUIA DE SAN FRANCISCO DE NATABUELA, PROVINCIA DE IMBABURA, presentado por el señor ÁNGEL JAVIER VARGAS MEJÍA, previo a la obtención del Título de Licenciada en Turismo Ecológico, considero que el proyecto reúne los requisitos necesarios. Quito, 18 de diciembre de 2015 Ing. Agr. lacquel.yh Pacneto^Msc. TUTORÍA Quito, 18 de diciembre de 2015 Doctor Jesús Inca DIRECTOR DE CARRERA DE TURISMO ECOLÓGICO Presente.- Señor Director: Luego de las revisiones técnicas realizadas por mi persona del trabajo de graduación, DISEÑO DE UNA PROPUESTA DE PROMOCIÓN TURÍSTICA DE GASTRONOMÍA PARA LA PARROQUIA DE SAN FRANCISCO DE NATABUELA, PROVINCIA DE IMBABURA, llevado a cabo por parte del señor ÁNGEL JAVIER VARGAS MEJÍA, egresado de la Carrera de Turismo Ecológico, ha concluido de manera exitosa, consecuentemente, el indicado estudiante podrá continuar con los trámites de graduación correspondientes de acuerdo a lo que estipulan las normativas y disposiciones legales. Por la atención que se digne a dar a la presente, le anticipo mi agradecimiento. Atentamente, Ing. /WrJjacque1yn\Pa"ckf^o, Msc. TUTÓP DISEÑO DE UNA PROPUESTA DE PROMOCIÓN TURÍSTICA DE GASTRONOMÍA PARA LA PARROQUIA DE SAN FRANCISCO DE NATABUELA, PROVINCIA DE IMBABURA APROBADO POR: Ing. Agr. Jacquelyn Pacheco, Msc. TUTOR Ledo. Diego SalazarV. Msc. PRESIDENTE DEL TRIBUNAL Ing. Fernando Herrera. Msc. PRIMER VOCAL PRJNCIPAL Ing. Catalina Armendáriz. Msc. SEGUNDO VOCAL PRINCIPAL CONTENIDO CAPÍTULO PÁGINAS 1. INTRODUCCIÓN 1 1.1. OBJETIVOS 2 1.1.1. Objetivo General 2 1.1.2. Objetivos Específicos 2 2. MARCO TEORICO 3 2.1. El Turismo Internacional según la OMT 3 2.2. Turismo en el Ecuador 3 2.3. Turismo 4 2.4. Gastronomía 5 2.5. Turismo Gastronómico 6 2.6. Marketing 6 2.7. Componentes del Marketing 5 2.7.1. Producto 5 2.7.2. Precio 5 2.7.3. Plaza 6 2.8. Promoción Turística 6 2.9. Papel de la Promoción 6 2.10. Mezcla Promocional 6 2.11. Publicidad 7 2.12. Promoción de Venta 7 2.13. Relaciones Públicas 7 2.14. Venta Personal 7 2.15. Estrategias de Promoción 7 vii CAPÍTULO PÁGINAS 2.16. Marca de un Destino Turístico 7 2.17. Promoción 7 2.18. Comunicación Unidireccional 1.0 8 2.19. Comunicación Bidireccional 2.0 8 2.20. Constitución de la República del Ecuador 2008 9 3. MATERIALES Y MÉTODOS 13 3.1. Diseño de la Investigación 13 3.2. Características del Área de Estudio 13 3.3. Materiales, Equipos, Herramienta 13 3.4. Métodos 13 3.5. Población y Muestra 14 4. RESULTADOS Y DISCUSIÓN 15 4.1. Diagnostico Situacional de la Parroquia 15 4.1.1. Servicios Básicos 15 4.1.1.1. Agua Potable 15 4.1.1.2. Manejo de basura 15 4.1.1.3. Energía eléctrica 15 4.1.1.4. Servicio Telefónico 15 4.1.1.5. Infraestructura Hidrocarburífera 15 4.1.1.6. Infraestructura Salud 15 4.1.1.7. Vialidad y Transporte 15 4.1.1.8. Señalización y seguridad vial 15 4.1.1.9. Seguridad y convivencia ciudadana 16 4.1.1.10. Servicios Privados 22 4.1.1.11. Organizaciones Comunales 16 viii CAPÍTULO PÁGINAS 4.1.2. Servicios Turisticos 16 4.1.3. Actividades Turísticas 16 4.1.4. Atractivos Turisticos 17 4.1.5. Atractivos Gastronómicos 19 4.1.5.1. Cuy al Carbón 19 4.1.5.2. Hornado 20 4.1.5.3 Fritada 20 4.1.5.4. Caldo de Gallina Criolla 21 4.2. Estudio de mercado para determinar el segmento objetivo de la parroquia 22 4.2.1. Prestadores de Servicios Turísticos 22 4.2.2. Turistas Nacionales 31 4.2.3. Turistas Extranjeros 44 4.2.4. Perfil del Turista 56 4.3. Estrategias de promoción y comunicación para la parroquia 57 4.3.1. Marca 57 4.3.2. Imago tipo o Isotopo 57 4.3.3. Volante 60 4.3.4. Valla Publicitaria 64 4.3.5. Artesanías 65 4.3.6. Individuales para Mesa 66 4.3.7. Cédula Presupuestaria 69 4.3.8. Relaciones Públicas 70 4.3.9. Internet 70 4.3.10. Página web 70 ix CAPÍTULO PÁGINAS 5. CONCLUSIONES 77 6. RECOMENDACIONES 78 7. RESUMEN 79 8. REFERENCIAS 81 9. ANEXOS 83 x INDICE DE ANEXOS ANEXOS PÁG. 1. Mapa de ubicación de la parroquia de San Francisco de Natabuela 83 2. Datos de las encuestas realizadas a los prestadores de servicios 84 3. Datos de las encuestas realizadas a turistas nacionales 86 4. Datos de la encuesta realizada a turistas extranjeros 88 xi ÍNDICE DE CUADROS CUADROS PÁG. 1. Materiales, Equipo y Herramientas 13 2. Cédula Presupuestaria 69 xii ÍNDICE DE GRÁFICOS GRÁFICOS PÁG. 1. Llegada de turistas internacionales 2014 3 2. Llegada de extranjeros al Ecuador diciembre 2014 4 3. Tipos de servicios que se ofrece en la parroquia 22 4.Procedencia del turista en la parroquia de San Francisco de Natabuela 23 5.Registro de visitantes nacionales y extranjeros en la parroquia de natabuela 23 6.Registrados en el MINTUR como prestadores de servicios turísticos en la parroquia 24 7.Registrados en el MINTUR como establecimientos turísticos en la parroquia de Natabuela 25 8.Motivación del turista hacia la parroquia de San Francisco de Natabuela 25 9.Actividades turísticas que se realizan en la parroquia de San Francisco de Natabuela 26 10.Medios de promoción actuales en la parroquia de San Francisco de Natabuela 26 11.Que tipo de material publicitario se utilizarà para la promoción en la parroquia 27 12. Promoción turística de los establecimientos en la parroquia de Natabuela 27 13. La forma en la que le gustaría que su establecimiento sea promocionado en la parroquia 28 14. La satisfacción del turista durante su estancia 29 15. porcentaje del gasto realizado por un turista a la parroquia de Natabuela 29 16. Marca turística gastronómica con el que se siente identificados en la parroquia 30 17. Edades de los turistas de la parroquia San Francisco de Natabuela 31 18. Género de los turistas de la parroquia de San Francisco de Natabuela 32 19. Ciudad de origen de los turistas de la parroquia de San Francisco de Natabuela 32 20. Conoce la parroquia de San Francisco de Natabuela 33 21. Nivel de instrucción de los visitantes de la parroquia de San Francisco de Natabuela 33 22. Nivel de ingresos mensuales de los turistas de la parroquia de San Francisco de Natabuela 34 23. Frecuencia de visita de los turistas a la parroquia San Francisco de Natabuela 35 24. Motivo de visita a la parroquia San Francisco de Natabuela 35 25. Conoce la oferta gastronómica de la parroquia San Francisco de Natabuela 36 26. Tiempo de permanencia de los turistas en la parroquia San Francisco de Natabuela 36 27. Tipo de transporte usado para llegar a la parroquia San Francisco de Natabuela 37 xiii GRÁFICOS PÁG 28.
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