Modelo De Gestión Basado En El Marketing Mix Para Las Hosterías Del Cantón Morona - Provincia De Morona Santiago

Luis Alberto Quevedo Báez, Isabel Romané Peñafiel Moncayo, Danny Daniel Castillo Vizuete, Wiliam Marco Samaniego Erazo

Abstract


A management model based on marketing mix is a tool that allows the strengthening and development of tourism. Lodging is a service that integrates the value chain of tourism, and the County of Morona in Ecuador seeks to strengthen this service through the five marketing mix components, which are: product, price, distribution, promotion and market. This analysis starts from a situational diagnosis of the components in order to know the current state of the tourism activity. This was taken as a starting point to generate management strategies that contribute to the improvement of the service quality in the touristic sector with an emphasis on generating economic, social, cultural and environmental benefits.

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DOI: http://dx.doi.org/10.19044/esj.2017.v13n5p252

DOI (PDF): http://dx.doi.org/10.19044/esj.2017.v13n5p252


European Scientific Journal (ESJ)

 

ISSN: 1857 - 7881 (Print)
ISSN: 1857 - 7431 (Online)

 

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Publisher: European Scientific Institute, ESI.
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