Propuesta de un plan de marketing para el Complejo Turístico Capillapamba en la comunidad de Migüir, parroquia Molleturo, provincia del Azuay

Abstract

This research focuses on developing a comprehensive marketing plan for the Capillapamba Tourist Complex in the community of Migüir, Molleturo parish, Azuay province. The main purpose is to optimize the promotion and marketing of the establishment, taking advantage of the fundamental strategies of the 4 P's of the Marketing mix. The lack of a marketing plan has resulted in a significant limitation to attract customers efficiently. The project is structured in three key stages: exhaustive diagnosis of the current situation, design and detailed elaboration of the marketing plan with specific strategies for attracting new customers, and a phase of socialization and dissemination of the plan. The research methodology includes the detailed analysis of the environment, surveys aimed at 150 clients, elaboration of the SWOT matrix, cross-SWOT and PESTEL analysis. As a whole, the project seeks to strengthen and position the Capillapamba Tourist Complex in the competitive rural tourism market.