Marketing plan to develop tourism in the junín canton, ecuador

The proposal of a Marketing Plan lands on the definition of the strategies; that is, it exposes the inescapable arguments of all transcendental planning, refers to the Vision, Mission, Goals, Objectives and, of course, the Architecture of the Strategies, in short, the proposal is integral not segmented, with which it becomes a work and analysis tool for the managers of the development of Junín in the field of tourism, as well as a basis for the incorporation of the Canton in the provincial development plans executed by the different public bodies; Likewise, this research could be a reference element to delineate micro and small business ventures whose managers see Junín as an opportunity to establish their businesses.

Introduction

At the present time the world is eager to know and travel, with which countries like Ecuador can use to offer their tourist alternatives, improving the country's economy, which would give a great opportunity to generate development in small towns of the national territory, for It is therefore extremely necessary that each canton in Ecuador have its own regional tourism plan.

When thinking about and executing tourism actions, it is necessary to always think about what the tourist needs and wants, that is, to think from the demand, but without this meaning that the offer does not fit a certain target group; In other words, tourism development, too, is a mechanism for connecting travelers with host regions. A true sustainable tourism.

Junín and geographical region, occupy part of the central territory of the Province of Manabí. It is adjacent to the Cantons Portoviejo, Rocafuerte, Tosagua and Bolívar.

From a fertile soil and well-cultivated lands, they produce varied wealth for the full sustenance of its inhabitants.

It has short plains and successive mountains, which accumulate humidity, from the waters that precipitate abundantly in the rainy season. From them they pour small streams, some with the permanent vital liquid, even in summer, if the previous season has not been too dry, as occurs with some frequency on our coast, on its external coast.

These small streams give their flow to other larger water systems, until they are confused into two, which are known as the Palmar estuary and the Grande or Mosca river.

Palmar borders to the west and Mosca to the north, the plain on which the town of Junín sits. There at the foot of this, the first ends up being a tributary of the second and this runs until it drains very close to the town of Calceta, in the Carrizal river.

The Junín canton was created on November 8, 1952. On October 28, 1883, when General Eloy Alfaro was the Supreme Chief of Manabí and Esmeraldas, this town was previously called Palmares de la Mosca, in honor of the site where the population started; or also known as “Hule”, due to the abundance of rubber trees, it became a parish of the Rocafuerte canton, with the name Junín, in honor of the battle that the General had won in June of that year.

In October 1913, the Bolívar canton was created, annexing Junín as its only parish, remaining in it for 29 years, until it reached its canton on November 8, 1952.

Development

Tourist attractions of the Junín canton

The Junín Canton has beautiful landscapes that are reflected in its natural and cultural attractions, in its Gastronomy, in its festivals, customs and traditions that make this little corner of Manabí very unique for people who have the pleasure of visiting it.

Cultural attractions

They are those tangible or intangible achievements of a community. In its classification, the broad concept of culture is taken into account, which involves all significant past or present human productions, material or immaterial.

It will depend on each case, like this: modern, popular architecture, traditional agriculture, customs, among others.

The Junín Canton is recognized at the provincial level as one of the great producers of Sugar Cane, therefore this is one of the main attractions of the Canton for the Elaboration of Panela and the Famous Currincho or Aguardiente.

The religious aspect occupies a large space in the cultural attractions, thus, Junín was declared a Pilgrimage Sanctuary where thousands of people devotees of the Virgin of Lourdes attend each year.

In the city of Junín there are houses that have a colonial style, with characteristic ornaments on doors, windows and corridors. The state of conservation is deteriorated by the repair of the houses with materials such as cement and concrete, these elements have replaced the original enquinche, also the walls of these things are used for political propaganda or is covered with business signs.

The environment where the houses are located is located in the center of Junín on Avenida Eloy Alfaro between November 8 and August 10. The time of construction of the house is between the years 1900 to 1913.

Three relevant houses in Junín can be mentioned: 1) House on 8 de Noviembre Street and Eloy Alfaro (house that maintains the brick walls in a deteriorated state), it is green with white, its windows have scales. 2) House on Eloy Alfaro Street between August 10 and November 8 next to the aforementioned house, it is yellow with red, has ridge walls and its main feature is the arrangement of its windows on the second floor. 3) House on 8 de Noviembre Street and Eloy Alfaro, is the one that is in the best state of conservation but its bases have been renovated with cement, subtracting the conservation content of its original construction; it is fitted with hooked windows.

Natural attractions

They are all the elements of nature with a certain attraction that motivate the subject to leave their place of origin for a certain time. They satisfy recreational and leisure needs, such as forests, beaches, lakes, hot springs, etc. The natural environment is a system formed by organic and inorganic components that mutually influence each other and are kept in dynamic equilibrium due to internal regulation laws since all its parts are in continuous evolution.

Some of these elements undergo changes or variations and others arise, so the rest must readjust their operation until the whole recovers its harmony.

The Junín Canton has a great natural attraction recognized at the provincial level such as the Cuevas de la Casa del Diablo, formed by rocks at the top of the mountains and being even more interesting to visit in winter due to the fall of water that is presented there.

The Fresh Water Spas are places that are highly visited by tourists who visit Junín Canton. They are tapes of the water that comes from the Palmar river that goes to the Mosca river, which have been adapted in such a way that they took the category of Spa. Among these are the best known as the Sol y Agua Spa and La Cueva Spa.

The waterfalls that form in the winter season are located at the Andarieles site and these are the Locitas and the 7 posas.

Market definition

Marketing strategies to relate supply with demand in such a way that the Junín tourism product manages to enter, maintain and expand in the market of the world of travel.

Product proposal

By definition Tourist product is the set of tangible and intangible components that offer benefits capable of attracting certain groups of tourists, because they satisfy the expectations that motivate their trip. The tourist product is 'on the shelf', ready for the tourist to purchase.

In general terms, the Junín tourism product is a geographic space that has a group of companies and micro-companies aimed at satisfying the travel expectations of people who have chosen to visit this area to learn about its tourist attractions and resources.

Specifically, Junín is a geographic space, whose public and private efforts offer agrotourism experiences with cultural, gastronomic, nature, leisure and sports elements, whose development axes are sustainability and business responsibility.

It is important to note that the Junín Tourist Product is a by-product of the Manabí sub-destination and therefore of the Ecuador Product that has as a campaign slogan of positioning "Ecuador in Pure State".

In this sense, to give sustainability to the Junín Tourist product, the following must be incorporated:

Economic analysis: know the financial benefits that tourism offers in the Junín area;

Cultural analysis: establish the real situation of cultural aspects in such a way as to adopt responsible tourism practices;

Social analysis: knowing and preparing the community to face the tourist impacts; and, Environmental analysis: define the areas of tourist intervention to implement studies of carrying capacities.

Main segments

For this purpose, it is established that consumers of the Tourist Product are of two types: visitors, which are any person who travels to a place other than their usual environment for a period of less than 12 months and whose main purpose of the trip is not to carry out a paid activity in the place visited. They can be tourists (visitors who spend the night at least one night) and hikers (those who return to their usual surroundings the same day).

Likewise, for purposes of establishing tourists and hikers of the Junín Product, it is defined that Internal Tourism is that carried out by resident visitors of a country to different regions of the same country, while Incoming Tourism is that carried out by visitors non-residents in the country of reference and Outbound Tourism is that carried out by visitors residing outside the country in question. In order to determine the markets to which the Junín product is directed, it is determined that there is Internal Tourism, which is that carried out by resident visitors of a country to different regions of the same country, while Incoming Tourism is that carried out by non-resident visitors in the Reference country and Issuing Tourism is the one made by visitors residing outside the country in question.

Consequently, the Junín product is designed for Internal and local Tourism in a first phase, the second phase for Inbound Tourism. Outbound Tourism is not considered, since the objective is to bring tourists to Junín and not take them to other destinations.

Segment characterization

Consequently, from the data analysis, it is possible to indicate that the segment for the Junín product is the following: men and women between 26 and 50 years old, who are professionals and who are based in Quito, Guayaquil and Ambato.

For the international market, according to the guidelines of the Mixed Fund for Tourism Promotion of Ecuador, the actions are aimed at attracting tourists from the United States of America, England, Germany and Italy; in addition to the Andean countries: Colombia, Peru and Chile, so it would also be the markets for Junín.

In travel preferences, tourists will have preferences for knowing agrotourism practices, which will be accompanied by cultural and nature aspects, as well as places for recreation.

In the case of hikers, Junín's source markets will be Portoviejo, Manta and Chone, under the same characteristics as for national and international tourists.

Insertion strategy

In the tourist aspects it is complex to propose a strategy based on an analysis of the “competition” since each tourist offer in general is a form of competition, therefore it is pertinent to work on criteria of competitiveness; In other words, the important thing is that the Junín tourism product is a highly desired travel option.

For this purpose, the general objective is:

During the next 3 months, both the public and private sectors will undertake at least 10 publicity and propaganda actions to visualize the Junín tourism product.

Three specific objectives follow from this general objective:

Carry out at least 3 display actions in each of the issuing markets of Quito, Guayaquil and Ambato;

The visualization actions imply making public presentations about the tourist opportunities and accessibility that Junín offers, the presentations that can be press conferences, workshops and conferences.

Implement a system for information through the Internet and other communication technologies; The initial step for the fulfillment of this objective is the construction of a WEB page with enough information, in addition to creating a blog for online consultations and for the distribution of newsletters, photographs and testimonials.

Make at least 4 association agreements both between public and private sectors, local, regional and national.

Associativity agreements refer to the formalization of support procedures between different internal and external actors of Junín, to facilitate processes and optimize the use of financial and non-financial resources.

Positioning strategies

After the Junín tourism product has been presented, it is necessary to keep the target group and tourism vendors informed about the existence of Junín.

Junín's general positioning objective is:

During 12 months the public and private actors of Junín structure and execute an action plan to promote the Junín tourism product.

This objective implies the fulfillment of the following objectives:

to. Create and maintain a bank of photographs

b. Feed the WEB page and the Blog daily

c. Organize national and regional press trips

d. Organize familiarization trips with national and regional operators

and. Deliver tourist information differentiated to other WEB pages

F. Participate in meetings, fairs and other tourist events

Image design

The image of a tourist product is not only the graphic part, but the components that they represent, therefore that sustenance must be based on the facilities for capturing and presenting the meaning and signifier of the image.

In addition, the image must be accompanied by a slogan and a decalogue of tourist fortresses.

In accordance with current trends in logo design, the author of this thesis makes the proposal of the following graphic for the Junín tourism product;

In color:

Now, based on the tourist offer of Junín, the slogan would be:

Live Culture and Tourism!

General

The Junín canton is a tourist destination with practices of environmental, social and business responsibility, therefore businessmen and citizens in general should direct their actions for the proper use of the tourist resources in the area.

Each company, business and institution, as well as the professionals of the Junín canton, will incorporate in their Marketing plans and sales processes, the tourist proposal both in terms of image and quality of service provision.

The companies, businesses, institutions and professionals that make use of the tourist image of the Junín canton, have the obligation to carry out actions that improve the tourist destination.

Image use

When a natural or legal person, public or private, of the Junín canton uses the logo, it must comply with what is mentioned here.

When the typical logo is used on stationery printed in color, it will use the green image without a box and at the scale it deems appropriate, it will not be able to vary the color or distort the shape.

You can use the paper that you consider most appropriate and that does not affect your own image.

Use of the slogan and decalogue

If you need to use the slogan, you can do it without changing any part of the text and using the elephan font and in a size that fits your own requirements.

For the use of one of the phrases of the decalogue, users may do so as long as they respect the proposed grammar and in accordance with the services or products offered.

Mission

Implement a duly articulated tourism operational plan among the public and private tourism actors of the Junín Canton to achieve a sustained increase in the flow of tourists and hikers.

View

In 2012 Cantón Junín is a high quality and warm agrotourism offer, with regional and national recognition in terms of its business opportunities and efficient public services, which provides safety and satisfaction to tourists and hikers.

Goals

Consequently, the goals to make the Vision practical and the Mission effective, the goals to design the actions are the following:

a) Promote so that at least 20 farms and estates in the Junín canton have agrotourism offers.

b) Measure differently and frequently the number of tourists and hikers who come to Junín and their consumption.

c) Promote so that at least 50% of the tourist establishments of the Junín canton have the condition of being second category according to the guidelines of the Ministry of Tourism.

d) Implement a system for continuous training and education for personnel, businessmen, owners and middle managers, who work in tourist establishments.

e) Negotiate with at least 30 tourist WEB pages so that they include Junín information or have links to the Junín WEB page.

f) Prepare, disseminate and permanently update local tourism legislation.

g) Distribute at least once a month a printed informative on the results of tourism management in the Junín canton.

h) To get the Municipality of Junín to lead the tourism development processes and the implementation of plans and programs.

Strategies

The strategies, in this case, refer to the different actions that are not delimited, but are programs conducive to sustaining and providing information for the fulfillment of the goals and objectives.

From the analysis of the proposed actions, it is essential to propose the following strategies:

a) Bank of projects: it is the compilation, updating and management of different projects conducive to and sustenance of tourism development, in order to seek their financing and execution.

b) Marketing Plan: its objective is to promote the tourist offer through programs of commercialization, sale and communication actions, aimed at both the professional public, the “tourist trade”, and the potential tourist or consumer, through a set of duly articulated actions.

c) Sustainability program: carry out research on the tourist load capacities for each site that welcomes tourists and hikers to avoid their environmental and cultural deterioration.

d) Public Policies: it is the generation, from the municipality and other public sector entities, facilities and actions that facilitate the process of tourism development, both for entrepreneurs, investors and people involved in this activity, through ordinances and other regulations of local type.

e) Monitoring and evaluation program: as in any other productive and public activity, it is necessary to implement programs to know the status of the situation regarding the execution of one or more tourist plans and to establish corrective measures, suggestions and other activities inherent to the evaluation.

Conclusions

In accordance with the objectives set forth in this work, an idea is generated of how to develop tourism activity within the Junín Canton, since through the information provided from the investigations, ideas have been given on how to develop natural resources and cultural that the sector has, trying to have a sustainable and sustainable management of the canton.

In the struggle to develop tourism in a small canton and unknown by some, strategies have been established as suggestions such as the creation of a Bank of Projects, Marketing Plan, Sustainability Program that should be applied to natural areas, the creation of public policies that play an important role for tourism development and a monitoring and evaluation program of all activities carried out to guarantee better quality, with the implementation of a logo that can reflect its tourist attractions, it is intended to create an identification of the Canton.

The good image and attention to the visitor that the Junín Canton has. A fact that is felt and valued very positively. A characteristic that differentiates Ecuador from other Latin American countries and even more so from the Manabi for their hospitality.

Bibliography

1. Andrade, José Vicente de.-Tourism, fundamentals and dimensions, SP, Ática, 1992

2. Boullón, Roberto, ECOTOURISM. NATURAL AND URBAN SYSTEMS.

3. Mendoza, Luis; Strategic Plan of the Junín Canton, 2002.

6. JM Montejano, JA Corgos, RA Simon. "Dictionary of Tourism", Editorial Síntesis.

7. Naranjo, Efrén, "History of Junín".

8. UNWTO, SUSTAINABLE TOURISM AND MUNICIPAL MANAGEMENT - Agenda for local planners..

9. Reyes, Luis, Junín Magazine 2005.

10. Rivas, Jesús, STRUCTURE AND ECONOMY OF THE TOURIST MARKET (III EDIC.).

11. KOTLER, P.- BOWEN, J. - MAKENS, J. - RUFÍN, R. - REINA, MD Marketing for tourism. Pearson Education, Madrid.b 2004.

The proposal of a Marketing Plan lands on the definition of the strategies; that is, it exposes the inescapable arguments of all transcendental planning, refers to the Vision, Mission, Goals, Objectives and, of course, the Architecture of the Strategies, in short, the proposal is integral not segmented, with which it becomes a work and analysis tool for the managers of the development of Junín in the field of tourism, as well as a basis for the incorporation of the Canton in the provincial development plans executed by the different public bodies; Likewise, this research could be a reference element to delineate micro and small business ventures whose managers see Junín as an opportunity to establish their businesses.

Introduction

At the present time the world is eager to know and travel, with which countries like Ecuador can use to offer their tourist alternatives, improving the country's economy, which would give a great opportunity to generate development in small towns of the national territory, for It is therefore extremely necessary that each canton in Ecuador have its own regional tourism plan.

Junín and geographical region, occupy part of the central territory of the Province of Manabí. It is adjacent to the Cantons Portoviejo, Rocafuerte, Tosagua and Bolívar.

From a fertile soil and well-cultivated lands, they produce varied wealth for the full sustenance of its inhabitants.

These small streams give their flow to other larger water systems, until they are confused into two, which are known as the Palmar estuary and the Grande or Mosca river.

In October 1913, the Bolívar canton was created, annexing Junín as its only parish, remaining in it for 29 years, until it reached its canton on November 8, 1952.

Development

Tourist attractions of the Junín canton

Cultural attractions

It will depend on each case, like this: modern, popular architecture, traditional agriculture, customs, among others.

The religious aspect occupies a large space in the cultural attractions, thus, Junín was declared a Pilgrimage Sanctuary where thousands of people devotees of the Virgin of Lourdes attend each year.

Natural attractions

Some of these elements undergo changes or variations and others arise, so the rest must readjust their operation until the whole recovers its harmony.

The Fresh Water Spas are places that are highly visited by tourists who visit the Junín Canton. They are tapes of the water that comes from the Palmar river that goes to the Mosca river, which have been adapted in such a way that they took the category of Spa. Among these are the best known as the Sol y Agua Spa and La Cueva Spa.

The waterfalls that form in the winter season are located at the Andarieles site and these are the Locitas and the 7 posas.

Market definition

Marketing strategies to relate supply with demand in such a way that the Junín tourism product manages to enter, maintain and expand in the market of the world of travel.

Product proposal

In this sense, to give sustainability to the Junín Tourist product, the following must be incorporated:

Economic analysis: know the financial benefits that tourism offers in the Junín area;

Cultural analysis: establish the real situation of cultural aspects in such a way as to adopt responsible tourism practices;

Social analysis: knowing and preparing the community to face the tourist impacts; and, Environmental analysis: define the areas of tourist intervention to implement studies of carrying capacities.

Main segments

For this purpose, it is established that consumers of the Tourist Product are of two types: visitors, which are any person who travels to a place other than their usual environment for a period of less than 12 months and whose main purpose of the trip is not to carry out a paid activity in the place visited. They can be tourists (visitors who spend the night at least one night) and hikers (those who return to their usual surroundings the same day).

Segment characterization

In travel preferences, tourists will have preferences for knowing agrotourism practices, which will be accompanied by cultural and nature aspects, as well as places for recreation.

In the case of hikers, Junín's source markets will be Portoviejo, Manta and Chone, under the same characteristics as for national and international tourists.

Insertion strategy

For this purpose, the general objective is:

During the next 3 months, both the public and private sectors will undertake at least 10 publicity and propaganda actions to visualize the Junín tourism product.

Three specific objectives follow from this general objective:

Carry out at least 3 display actions in each of the issuing markets of Quito, Guayaquil and Ambato;

The visualization actions imply making public presentations about the tourist opportunities and accessibility that Junín offers, the presentations that can be press conferences, workshops and conferences.

Make at least 4 association agreements both between public and private sectors, local, regional and national.

Positioning strategies

After the Junín tourism product has been presented, it is necessary to keep the target group and tourism vendors informed about the existence of Junín.

Junín's general positioning objective is:

During 12 months the public and private actors of Junín structure and execute an action plan to promote the Junín tourism product.

This objective implies the fulfillment of the following objectives:

to. Create and maintain a bank of photographs

b. Feed the WEB page and the Blog daily

c. Organize national and regional press trips

d. Organize familiarization trips with national and regional operators

e. Deliver tourist information differentiated from other WEB pages

f. Participate in meetings, fairs and other tourist events

Image design

In addition, the image must be accompanied by a slogan and a decalogue of tourist fortresses.

In accordance with current trends in logo design, the author of this thesis makes the proposal of the following graphic for the Junín tourism product;

In color:

Now, based on the tourist offer of Junín, the slogan would be:

Live Culture and Tourism!