Development
of marketing training for ecotourism development
Desarrollo de la formación en marketing para
el desarrollo del ecoturismo
Desenvolvimento de treinamento de marketing
para o desenvolvimento do ecoturismo
Mario
Fiallos González
Ph.D, Universidad de Mendoza, Mendoza, Argentina, https://orcid.org/0000-0002-2918-7839, fiallosgm@hotmail.com
|
Received March 2019 -
Accepted August 2019 Formación docente - revista
iberoamericana de educación http://www.revista-iberoamericana.org/index.php/es/index https://creativecommons.org/licenses/by/4.0/deed.es e-ISSN: 2737-632X Vol - 2 No. 3, October -
December 2019 Pags 1-12 |
Abstract. The research was carried out in the parish of Posorja
province of Guayas, whose purpose is the development of marketing strategies to
strengthen tourism activity in its operators It was necessary to carry out a
situational diagnosis of tourism, to verify the strengths, opportunities,
weaknesses And threats; A market study was used to identify client's wishes and
preferences and their position regarding the competition, proposing positioning
strategies. This work was justified because it contributes to the fundamental
development of the resources, allowing in this way to take the preventive
measures, guaranteeing an orderly and specific control for the development of
the tourist activity, for that reason will benefit not only the tour operator,
but also To the sector in particular. It was based on theories of the planning
of marketing strategies and tourism established in the theoretical framework,
the research is approached according to the deductive and inductive
methodology, determining the descriptive study and using the techniques of
observation, interview and poll. The population was taken in different hotels
in Playas and Posorja with a total of 538 tourists,
the probabilistic sample was 230 people.
Key
words: Tourism, Tour Operators, Promotion, Strategies, Marketing.
Resumen. La investigación se realizó en la parroquia
Posorja provincia del Guayas, cuyo propósito es el desarrollo de estrategias de
marketing para el fortalecimiento de la actividad turística en sus operadoras
Fue necesario la realización de un diagnóstico situacional del turismo, para
verificar las fortalezas, oportunidades, debilidades y amenazas; se empleó un
estudio de mercado que permitió identificar deseos y preferencias del cliente y
su posición respecto a la competencia, planteando estrategias de posicionamiento.
Este trabajo se justificó porque contribuye con el desarrollo fundamental de
los recursos, permitiendo de esta forma tomar las medidas preventivas,
garantizando un control ordenado y específico para el desarrollo de la
actividad turística, por tal motivo se beneficiará no solo la operadora
turística, sino también al sector en particular. Se sustentó en las teorías de
la planeación de estrategias de marketing y el turismo establecidas en el marco
teórico, la investigación se aborda de acuerdo a la metodología deductiva e
inductiva, determinando el estudio descriptivo y utilizando las técnicas de la
observación, la entrevista y la encuesta. La población fue tomada en diferentes
hoteles de Playas y Posorja con un total de 538 turistas, la muestra probabilística
fue de 230 personas.
Palabras clave: Turismo, Operadoras Turísticas, Promoción ,
Estrategias, Marketing
Resumo
A pesquisa foi realizada na freguesia
de Posorja, província de Guayas, cujo objetivo é desenvolver estratégias de
marketing para fortalecer a atividade turística em seus operadores.É necessário
realizar um diagnóstico situacional do turismo, verificar os pontos fortes,
oportunidades, pontos fracos e ameaças; Foi utilizado um estudo de mercado para
identificar os desejos e preferências do cliente e sua posição em relação à
concorrência, propondo estratégias de posicionamento. Este trabalho
justificou-se, pois contribui para o desenvolvimento fundamental dos recursos,
permitindo, assim, a adoção de medidas preventivas, garantindo um controle ordenado
e específico para o desenvolvimento da atividade turística, por esse motivo não
apenas o operador turístico será beneficiado, mas também para o setor em
particular. Com base nas teorias do planejamento de estratégias de marketing e
turismo estabelecidas no referencial teórico, a pesquisa é abordada de acordo
com a metodologia dedutiva e indutiva, determinando o estudo descritivo e
utilizando as técnicas de observação, entrevista e votação. A população foi
capturada em diferentes hotéis em Playas e Posorja, com um total de 538
turistas, a amostra probabilística foi de 230 pessoas.
Palavras-chave: Estratégias, Marketing, Operadores
Turísticos, Turismo
INTRODUCTION
At present, tourism has given a very accelerated growth, due to the great
demand that every time becomes more demanding and competitive, transforming
itself into a social phenomenon. It is for this reason that several companies,
call it that, start empirically with the desire to offer a service that means a
mode of economic income; But this in many occasions is not profitable and not
very satisfactory, due to the lack of knowledge in the business involved.
The elaboration of a strategic marketing plan marks a very significant
role when making decisions, it will allow analyzing all the necessary factors,
their strengths, opportunities, weaknesses and threats in which the tourism
company is involved. This is a very effective and efficient way to ensure its
permanence in the long term.
One of the main attractions of the Posorja
parish is the sighting of bottlenose dolphins, which are locally called bufeos. For this reason, a group of entrepreneurs observed
this unique attraction that these friendly mammals caused when they sailed in
their fishing boats; Taking advantage of this opportunity, they decided to
empirically create a small company. This started on January 25, 2005 as a
tourist commission. After two years of entrepreneurship, it was transformed
into the “Los Punaes” Association, in which the
service of maritime transportation, cargo and, at that time, tourism was
provided. Due to the requirements and regulations of the Ministry of Tourism,
the members of the association were told that, to provide the tourist service,
they must legally constitute themselves as an operator or tourism agency. Due
to such circumstances, since August 23, 2011, it was created under the name of
“Compañía de turismo El Paraíso de Puná S.A. (T.P.P.) ”, with the RUC # 0992806885001, which
is located on the boardwalk of the Posorja parish,
next to the tourist park of the town and diagonal to the hotel that bears the
same name of the parish.
Posorja Parish is not
recognized as a tourist sector. The lack of training and technical advice has
meant that there is only one operator to provide this service. This means that
the members of the operator do not have a control of their income and expenses,
since what is generated in each tourist trip is for the own benefit of the
owner of the boat.
At present there is no good infrastructure, investment and even worse
publicity, which helps members of the tour operators make themselves known
locally and nationally. Factors like these have made many people, including
locals, unaware of the particular appeal, since there is no marketing plan to
help boost tourism development in the sector, to achieve a greater influx of
visitors, improving the economy of the parish.
Ministerial agreement No. 20140007, given on February 3, 2014, mentions
that the Constitution of the Republic in articles 24 and 66 recognizes and
guarantees people the right to a decent life that ensures, among others, rest
and leisure , such as the right to leisure, which can be exercised through the
different tourist modalities established in accordance with the law.
Tourism is declared by the national government as a state policy, aimed
at achieving good living through the generation of employment, production
chains, foreign exchange, redistribution of wealth and social inclusion.
According to the Tourism Minister Sandra Naranjo, she indicated in a
report published on 04/06/2015 by the newspaper Ecuadorinmediato.com, that
"Tourism in Ecuador is generating millions of dollars, the leisure
industry generated 1,487 million dollars in what which was in 2014 and has
become the third largest source of non-oil income after shrimp and business
services. ”
The purpose of this degree work is to publicize the importance of
developing a strategic marketing plan for tourist operators, proposing
strategies that help improve the administrative process of the same, with the
aim of encouraging and promoting tourism potential that exists in the town of Posorja.
There are various tourist alternatives, which are not being exploited
correctly due to the lack of creativity and innovation, for this reason the
development of this strategic marketing plan becomes a fundamental factor in
offering a high-quality tourist product, which seeks attract the influx of
tourists and increase the generation of foreign exchange that it demands.
This qualification work is considered feasible because it will allow
taking preventive measures and will help guarantee, through the strategic
marketing plan, an orderly and specific control for the development of tourist
activity in the sector, allowing inhabitants to obtain a new place of
employment and another source of income.
Its main objective is to develop marketing strategies for the
strengthening of the tourist activity in its Operators of the Posorja Parish, Guayas Province.
MATERIALS AND METHODS
Through this research
process together with the techniques and procedures whose fundamental purpose
was to implement data collection, classification and validation processes,
according to the experiences and knowledge obtained from the reality in which
the tour operators are, based on its tourist activities, it was possible to
build the investigative process of this work, based on documentary
bibliographic research, on field research such as observation, interview and
survey, which will become an incentive to reach the conclusions and
recommendations of this work.
The research method
is the set of logical procedures through which scientific problems are posed,
that is, in a structured or systematic way to solve problems and reach the
objectives set.
The present study is
of a deductive and inductive nature that allows us to feel the reality of the
fact to investigate and establish the variables of causes and effects, either
quantitatively or qualitatively, contributing to the objective and development
of the strategic tourism marketing plan.
An analysis of the
advantages and disadvantages of the same is carried out using field research,
which will allow the collection of information at the scene.
By means of a
structured and systematic study, descriptive research is used in order to
improve the expectations of tourist operators, making it one of the main ones
in the area.
It is carried out by
means of the structured problem in the investigation, which consists of the
lack of promotion and publicity for the tourist operators.
This leads us to
deduce the low position it has in the sector and to detect that tourists are
unaware of the subject.
Induction is an
argument, for this reason it involves an orderly, coherent and logical analysis
of the research problem, taking as reference, true antecedents.
This method is an
analytical and synthetic process in which the study of the cause and effect of
the problem intervened, in such a circumstance, helped to draw conclusions from
the results during its application.
The induction may
reach conclusions whose content is the analysis of the research problem.
It constitutes a
systematic process of data collection, treatment, analysis and presentation,
which is carried out in the same place where the phenomena under study occur.
It studies social phenomena in their natural environment, it relies on
information that comes from interviews, questionnaires, surveys and
observations.
In consideration of
the above, this work was carried out in the place where the events take place,
carried out by the tourist operator “El Paraíso de Puná
(TPP)”, with the purpose of discovering, understanding and explaining its
nature, for this. He addressed the management members of the operator and in
this way collected all the necessary information that they could provide, thus
establishing the contribution that this work will provide, after which the tour
began, starting from the facilities of the operator that is located on the
boardwalk of the parish Posorja, next to the tourist
park of the town and diagonal to the hotel that bears the same name of the
parish.
Entering into the
adventure that means making this sea voyage and visiting those places to
promote in the complete tourist package, such as the sighting of bottlenose
dolphins, waterfowl observation, the Isla de los Farallones,
the island of birds Located in the center of the El Morro Mangrove Wildlife
Refuge "REVISMEN", which enjoys an estuary ecosystem of the mangrove
island and has the majestic and immense population of frigates on the entire
Ecuadorian coast, specifically visiting the Puná
island sector from the Subida Alta commune that
offers a very particular and exclusive environment.
This was done in
order to collect all the information necessary to carry out this titling work
that will serve as a contribution and benefit for the operator and the post-Orjeña community.
RESULTS
Behavior criteria and
demands were established on people according to a product that meets all their
needs, and that the best way to do tourism is in groups as a measure of
integration of friends or family.
It was determined
based on the analysis of the survey that the best time to include and promote a
tourist package is in the beach season, and that the services most demanded by
tourists are accommodation, food and transportation, options that will serve to
take taken into account when providing a service that meets all the expectations
and demands of customers.
It is very important
to observe and analyze that people seek the price that best suits their
economy, as long as the service offered to them has all the necessary
guarantees and assurances.
For the client
everything must be in optimal conditions, such as lodgings and the different
services offered to them, they must be of quality because in the end the client
is the one who pays and is always right.
It was established
that in order to promote the tour operator, promotions must be made through the
different media, specifically fashion social networks.
In relation to the
aforementioned, it is important to use a marketing plan that helps establish
strategies and tactics that help to solve the problem of the lack of tourist knowledge
of people in relation to the tour operators of the Posorja
parish, thus achieving an increase in the economy and the generation of new
jobs.
The Posorja parish has various natural tourist
attractions. Likewise, the lack of tourist knowledge, organization and planning
prevents the proper development of its activities.
With the implementation of this qualification work, which corresponds to
strategic marketing planning, the presence of advertising and promotion for the
tour operators of the Posorja parish is established,
improving customer service and everything related to the service provided by
the operator.
It was possible to define the need to implement and develop strategies
and tactics mechanisms to promote and position tourism operators of the Posorja parish at a tourist level, promoting the natural
attractions and charms that the Posorja parish
possesses.
The presence of the strategic marketing plan constitutes a contribution
to tourism development, guaranteeing benefits that favor the tour operators of
the Posorja parish, as well as the parish town.
Strategic marketing planning becomes a fundamental pillar for the
provision of solutions, becoming an instrument for administrative improvements
for the tour operators of the Posorja parish. As well
as it will allow the inhabitants to value, preserve and conserve the natural
resources and environmental means that the Posorja
parish possesses.
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