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LILIANA ELIZABETH (BIBLIOTECA).Pdf UNIVERSIDAD NACIONAL DE LOJA AREA JURIDICA, SOCIAL Y ADMINISTRATIVA CARRERA DE ADMINISTRACIÓN TURÍSTICA TITULO: “PLAN DE MARKETING PARA LOS ATRACTIVOS TURISTICOS NATURALES DEL CANTON CHAGUARPAMBA, PROVINCIA DE LOJA.” Tesis previa a la obtención del Grado de Ingeniera en Administración Turística AUTORA: Liliana Elizabeth Tapia Pacheco. DIRECTOR Ing. Rubén Darío Román Mg. Sc LOJA – ECUADOR 2015 CERTIFICACIÓN Ingeniero Rubén Darío Román. Mg. Sc. DOCENTE DE LA CARRERA DE INGENIERÍA EN ADMINISTRACIÓN TURÍSTICA DE LA UNIVERSIDAD NACIONAL DE LOJA INFORMO: Que el presente estudio titulado: “PLAN DE MARKETING PARA LOS ATRACTIVOS TURISTICOS NATURALES DEL CANTON CHAGUARPAMBA, PROVINCIA DE LOJA” de autoría del Srta. Liliana Elizabeth Tapia Pacheco, ha sido realizado bajo la correspondiente dirección en forma prolija tanto en su forma como en su contenido de conformidad con los requerimientos institucionales y luego de haber revisado autorizo su presentación ante el tribunal respectivo, previo a optar por el grado de Ingeniero en Administración Turística. Loja, diciembre de 2015 Ing. Rubén Darío Román Mg. Sc. DIRECTOR DE TESIS ii AUTORÍA Liliana Elizabeth Tapia Pacheco, declaro ser autor del presente trabajo de tesis y eximo expresamente a la Universidad Nacional de Loja y a sus representantes jurídicos de posibles reclamos y acciones legales, por el contenido de la misma. Adicionalmente aceptamos y autorizamos a la Universidad Nacional de Loja, la publicación de nuestra tesis en el Repositorio Institucional– Biblioteca Virtual. AUTORA: Liliana Elizabeth Tapia Pacheco FIRMA:….......................... C.I. 1105002230 FECHA: Loja, diciembre de 2015 iii CARTA DE AUTORIZACIÓN DE TESIS POR PARTE DEL AUTOR PARA LA CONSULTA, REPRODUCCIÓN TOTAL O PARCIAL, Y PUBLICACIÓN ELECTRÓNICA DEL TEXTO COMPLETO Yo Liliana Elizabeth Tapia Pacheco declaro ser autor (a) de la Tesis titulada: “PLAN DE MARKETING PARA LOS ATRACTIVOS TURISTICOS NATURALES DEL CANTON CHAGUARPAMBA, PROVINCIA DE LOJA” Como requisito para optar al Grado de: Ingeniera en Administración Turística: Autorizo al Sistema Bibliotecario de la Universidad Nacional de Loja para que con fines académicos, muestre al mundo la producción intelectual de la Universidad, a través de la visibilidad de su contenido de la siguiente manera en el Repositorio Digital Institucional: Los usuarios pueden consultar el contenido de este trabajo en el RDI, en las redes de información del país y del exterior, con las cuales tenga convenio la Universidad. La Universidad Nacional de Loja, no se responsabiliza por el plagio o copia de la Tesis que realice un tercero. Para constancia de esta autorización, en la ciudad de Loja, a los 22 días del mes de Diciembre del dos mil quince, firma el autor. Firma: _______________________ Autora: Liliana Elizabeth Tapia Pacheco Cédula: 1105002230 Dirección: Filipinas y portugal Correo electrónico: [email protected] Teléfono/celular: 0967378762 Datos complementarios Directo de Tesis: Ing. Rubén Darío Román Aguirre Mg. Sc. Tribunal de grado: Presidente: Ing. Mgs. Patricio Enrrique Villavicencio Cobos Vocal: Ing. Mgs. Marlene Patricia Mazon Paredes Vocal: Ing. Karina A. Morillo Román Mg. Sc: iv DEDICATORIA El presente trabajo investigativo lo dedico primeramente a Dios como ser supremo que guía mi vida; a mis Padres por haberme otorgado el don más preciado, la vida; por ofrecerme su confianza, apoyo, cariño, valores, por estar conmigo en todos los buenos y malos momentos de mi vida y por su esfuerzo incansable por verme triunfar en la vida. A mis hermanos y familiares que de una u otra manera han estado apoyándome durante el transcurso de mi vida y de mi carrera universitaria. A mis amigos por ser las personas que siempre han confiado en mí, han estado apoyándome y compartiendo cada experiencia en el transcurso de mi vida en el Alma Mater Lojana. De igual forma dedico este trabajo a todas las personas que aportaron con sus conocimientos para el desarrollo de la investigación, de manera especial a los Docentes de la Carrera de Ingeniería en Administración Turística, quienes han aportado con sus conocimientos valiosos e importantes para la realización de mi tesis. Liliana Elizabeth v AGRADECIMIENTO Primeramente quiero agradecer a Dios y a mis padres por haberme guiado y bendecido en cada una de las decisiones que tomara y que falten aun por tomar. Dejo constancia de mi más sincero agradecimiento a la Universidad Nacional de Loja, por haberme formado en sus aulas con valores éticos y morales como un profesional que tiene una visión y misión por cumplir, desde este momento estaré para el servicio de la sociedad y aportaré con mis conocimientos al progreso y desarrollo de la misma. Agradezco al Área Jurídica, Social y Administrativa, conjuntamente con la Carrera de Administración Turística, que me permitieron formar parte de esta gran familia, a los docentes que de forma desinteresada me formaron e impartieron sus amplios conocimientos para lograr llegar hasta donde estoy. Gracias por su labor social de expandir y fomentar la excelencia académica en mí al igual que en mis compañeros. De manera muy especial agradezco al Ing. Mg. Rubén Román quien en calidad de Director de Tesis, supo guiarme y contribuir con sus conocimientos al desarrollo de mi tesis. Con cariño y orgullo agradezco el apoyo constante de mis padres, hermanos, familiares y amigos quienes han aportado desinteresadamente para la feliz culminación del presente trabajo La Autora vi 1. TÍTULO “PLAN DE MARKETING PARA LOS ATRACTIVOS TURISTICOS NATURALES DEL CANTON CHAGUARPAMBA, PROVINCIA DE LOJA” 2. RESUMEN El presente trabajo se enfoca en el estudio y análisis de los parámetros que contribuyan a impulsar empresas turísticas en el Ecuador basándose al potencial turístico de cada sector y fortaleciendo la economía del país, creando opciones para generar mayor interés y explotar estos recursos. Originando fuentes de ingresos a aquellos lugares que contribuyan al progreso económico y social. Ante ello se genera la elaboración de una PROPUESTA DE PLAN DE MARKETING PARA LOS ATRACTIVOS NATURALES DEL CANTON CHAGUARPAMBA, PROVINCIA DE LOJA, es un tema designado ya que es una de los cantones que conservan sus atractivos y lo que se pretende es promocionarlos y darlos a conocer bajo ciertos límites y parámetros. El proyecto se basa en la falta de difusión de los atractivos naturales, ya que existe un mínimo porcentaje destinado al turismo como la falta de desmotivación y emprendimiento por parte de ciudadanos y autoridades del cantón. Es aquí, en esta provincia donde se encuentra el Cantón Chaguarpamba el cual posee una parroquia urbana Chaguarpamba y cuatro rurales las cuales así mismo están complementadas con comunidades, este lugar goza de un clima bondadoso para la agricultura, ganadería y actividad turística, cuenta con una variedad de atractivos turísticos los cuales son desconocidos para la gran parte de la población. El objetivo es promover Chaguarpamba como un lugar turístico, procurando preservar sus recursos naturales a través de una investigación y análisis de los atractivos naturales más sobresalientes que cuenta el cantón. La principal necesidad del trabajo a realizarse es la falta de personal capacitado, el desconocimiento de ciertos atractivos naturales del sector por parte de los moradores lo que conlleva a no valorar estos atractivos y brindar el turista. Luego se procede a analizar las entrevistas y encuestas realizadas para obtener los resultados que sirven para elaborar las propuestas del plan de marketing. La finalidad es dar a conocer el potencial turístico que tiene este lugar para beneficio económico del Cantón, una de mis estrategias es la promoción turística a través de diferentes herramientas que conlleva el marketing, los resultados que se espera obtener son la importancia y la ejecución por parte de las autoridades, comunidad y turistas hacia mi proyecto. Chaguarpamba es ideal para fomentar el turismo y también es un punto estratégico para turistas extranjeros que desean practicar turismo de aventura, de naturaleza es ideal para realizar caminatas, cabalgatas y muchas actividades. Para el desarrollo de este proyecto se decide realizar un objetivo general el cual es la Propuesta de un Plan de Marketing para los Atractivos Naturales 2 de la Cantón Chaguarpamba, provincia de Loja, simultáneamente con tres objetivos específicos como: Realizar un diagnóstico situacional actual de los atractivos turísticos naturales del cantón Chaguarpamba. Con la finalidad de conocer el estado de conservación y dar un aporte en la promoción de los atractivos. Para ello se utilizó métodos de gran importancia como el método deductivo con la ayuda de técnicas como la observación, encuesta, dialogo y publicidad. Con este proyecto se espera obtener el porvenir de los pobladores del Cantón Chaguarpamba con lo que respecta a aspectos económicos, a través de atractivos naturales, ya que pueden ser parte de brindar un servicio turístico. Se realizó diversos análisis como el FODA que han ayudado en la elaboración del diagnóstico de la situación actual de Chaguarpamba. Para la elaboración del plan de marketing se realizó la visita técnica hacia el lugar y se destacó datos importantes de los atractivos naturales. Finalmente se llegó a la conclusión que Chaguarpamba cuenta con varios atractivos naturales con un gran potencial turístico, ya que estos no se encuentran alterados por lo que es factible elaborar el Plan de Marketing Turístico para la difusión de los mismos, gracias al apoyo del GAD del cantón Chaguarpamba, los mismos
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