Análisis de una estrategia de marketing para la comercialización de los productos turísticos de la Agencia de Viajes y Operadora de Turismo “Rutas y Rostros” Cía. Ltda

Abstract

This essay was developed with the objective to establish marketing strategies suitable to the environment from the travel agency and tour operator Rutas y Rostros Ecuador previous an external and internal analysis of the current situation of the company. To set a proposal according to the needs of the Agency, a qualitative study through a focus group was conducted. With the quantitative methodology and using the method of the survey, relevant information from the users point of view of the travel agencies was compiled, in order to be able to offer strategic actions to promote a better development in the commercial activity of the company. As a result of the investigation, the delimitation of two marketing targets that Rutas and Rostros Ecuador should be approached was obtained, each one its own strategy and specific actions that arises must be applied with the objective that the company will be able to establish itself in the market through a product characterized by differentiation and a constant promotion program that will allow customer loyalty and through them can expand to more people.