Propuesta para el mejoramiento e innovación del servicio de buses turísticos panorámicos en la ciudad de Cuenca

Abstract

This research consists of a proposal for the improvement and innovation of panoramic tourist bus service in the city of Cuenca, from the approach to the situation of the two tourist transport companies currently providing this service in the city, Cotratudosa and Van Service, with the main aim to propose strategies to improve both the promotion and service delivery; also it raises interpretative restructuring scenarios as a tool for the effectiveness of the guidance; and creating a new night tour as a new alternative to expand the options for those who visit the city of Cuenca. The research is exploratory and descriptive, since the current service characteristics are analyzed to propose strategies based on the reality of this market. To carry out research techniques have been applied as library research, field research, observation; and instruments like the script and interpretive survey to study the demand in the market for scenic tours within the city of Cuenca. Overall, it has been found that the service has shortcomings in areas such as guidance, the customer service, marketing techniques, and in addition, the market has become static, because the routes have the same characteristics in the two cases studied. In response, a draft night tour "Night of Legends" that offers entrepreneurs in question occurs.