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Estrategias De Marketing Para Fomentar El Turismo De Avistamiento De Aves En El

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Estrategias De Marketing Para Fomentar El Turismo De Avistamiento De Aves En El Estrategias de marketing para fomentar el turismo de avistamiento de aves en el departamento de Risaralda María Paula Díaz Ramírez Jhonny Alexander Suárez Gallego Asesor: José Eduardo Navarrete V. Magíster en Administración (MBA) Universidad Católica de Pereira Facultad de Ciencias Económicas y Administración Programa de Mercadeo Pereira 2020 Tabla de Contenido 1. Definición del Problema ............................................................................................................. 6 1.1 Descripción del Problema ..................................................................................................... 8 1.2 Planteamiento del Problema ............................................................................................... 11 2. Objetivos ................................................................................................................................... 12 2.1 Objetivo General ................................................................................................................. 12 2.2 Objetivos Específicos.......................................................................................................... 12 3. Justificación .............................................................................................................................. 13 4. Marco Referencial ..................................................................................................................... 16 4.1 Marco Teórico ..................................................................................................................... 16 4.1 Diagnóstico Estratégico.................................................................................................. 16 4.2 Caracterización de la Demanda ...................................................................................... 29 4.3 Estrategias de Marketing y Marketing Mix de Servicios ................................................ 37 4.4 Turismo ........................................................................................................................... 45 4.5 Turismo de Avistamiento de Aves .................................................................................. 49 4.2 Marco Legal ........................................................................................................................ 52 5. Diseño Metodológico ................................................................................................................ 54 5.1 Tipo y Diseño de la Investigación ...................................................................................... 54 5.1.1 Diseño de Investigación ............................................................................................... 54 5.1.2 Tipo de Investigación ................................................................................................... 54 5.2 Población y Muestra ........................................................................................................... 55 5.3 Operacionalización de las Variables ................................................................................... 59 5.4 Técnicas de Recolección de Datos ...................................................................................... 63 5.5 Plan de Análisis................................................................................................................... 64 5.6 Plan de Procesamiento ........................................................................................................ 64 5.7 Aspectos Éticos de la Investigación .................................................................................... 65 6. Desarrollo de objetivos ............................................................................................................. 66 6.1 Diagnóstico de la Oferta ..................................................................................................... 66 6.1.1 Entrada de Nuevos Competidores ............................................................................... 66 6.1.2 Poder de Negociación de los Proveedores .................................................................. 67 6.1.3 Nivel de Rivalidad entre Competidores ....................................................................... 69 6.1.4 Poder de Negociación de los Compradores ................................................................ 70 6.1.5 Servicios Sustitutos ...................................................................................................... 71 6.2 Caracterización de la demanda ........................................................................................... 73 6.2.1 Segmentación del Mercado .......................................................................................... 73 6.2.2 Fijación de mercado meta. .......................................................................................... 84 6.2.3 Posicionamiento en el mercado ................................................................................... 84 6.3 Estrategias de marketing para el fomento del turismo de avistamiento de aves en Risaralda ................................................................................................................................................... 85 6.3.1 Producto ....................................................................................................................... 86 6.3.2 Precio ........................................................................................................................... 97 6.3.3 Plaza .......................................................................................................................... 101 6.3.4 Promoción .................................................................................................................. 103 6.3.5 Personas ..................................................................................................................... 105 6.3.6 Evidencia Física......................................................................................................... 106 6.3.7 Procesos ..................................................................................................................... 107 7. Conclusiones y Recomendaciones .......................................................................................... 112 7.1 Conclusiones ..................................................................................................................... 112 7.2 Recomendaciones ............................................................................................................. 113 Referencias .................................................................................................................................. 115 Tabla de tablas Tabla 1. Componentes del análisis DOFA ................................................................................... 23 Tabla 2. Aspectos a tener en cuenta para elaborar la Matriz DOFA .......................................... 25 Tabla 3. Principales variables de segmentación de los mercados ............................................... 33 Tabla 4. Operacionalización de las variables .............................................................................. 59 Tabla 5. Fases de la investigación ................................................................................................ 64 Tabla 6. Segmentación del mercado ............................................................................................. 73 Tabla 7. Cuadro resumen estrategias para el fomento del avistamiento de aves en el departamento de Risaralda ......................................................................................................... 108 Tabla de ilustraciones Ilustración 2. Patrones Básicos de Preferencias del Mercado ..................................................... 30 Ilustración 3. Pasos para la segmentación, fijación del mercado meta y posicionamiento en el mercado......................................................................................................................................... 31 Ilustración 4. Las 7Ps del Marketing Mix del Servicio ................................................................ 40 Ilustración 5. Factores que afectan las decisiones sobre la fijación de precios .......................... 42 Ilustración 6. Generalidades de los avistadores de aves .............................................................. 81 Ilustración 7. Planes de avistamiento de aves en Risaralda ........................................................ 99 Ilustración 8. Paquete turístico personalizado ........................................................................... 100 Tabla de gráficos Gráfico 1. Resumen fuerzas competitivas del mercado ................................................................ 72 Gráfico 2. Mejor época para viajar a avistar aves según la ubicación geográfica ..................... 75 Gráfico 3. Disposición de pago según el género .......................................................................... 76 Gráfico 4. Edad de los avistadores de aves .................................................................................. 78 Gráfico 5. Frecuencia con que se busca información sobre aves según la edad ......................... 79 Gráfico 6. Preferencias de viaje según las personas con que se viaja ......................................... 80 Gráfico 7. Disposición de pago según el origen..........................................................................
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