Diseño de estrategias de posicionamiento del proyecto “rutas turísticas sostenibles” para un tour operador de Lambayeque enfocada en el segmento familias de Lima
Fecha
2022
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Universidad Antonio Ruiz de Montoya
Resumen
Ecoserv es un tour operador con nueve años en el mercado turístico que administra un Lodge ubicado en el norte del Perú. La empresa cuenta con un proyecto llamado “Rutas Turísticas Sostenibles” que fue ganador del primer programa de Turismo Emprende organizado por el Ministerio de Comercio Exterior y Turismo. Durante estos años, la empresa turística se ha consolidado en el mercado local con los visitantes chiclayanos por su propuesta de servicio; integrando los productos turísticos, el alojamiento y sus principales actores que son los artesanos residentes de la localidad de Íllimo.
Actualmente, el tour operador busca captar el segmento de familias de Lima ofreciendo los productos de su proyecto. Para ello, la presente tesis analiza la situación actual del país, el posicionamiento actual de Ecoserv frente a la pandemia, el estudio de la competencia de la empresa, las características de viaje de las familias de Lima y las tendencias del marketing turístico digital. Todo ello a través de fuentes de información secundaria y el uso de instrumentos de investigación cualitativa que permiten al final del documento diseñar las estrategias de posicionamiento, de los productos turísticos de Ecoserv, a mediano plazo para el segmento de familias de Lima.
Ecoserv is a tour operator with nine years in the touristic market that manages a Lodge located in northern Peru. The company has a project called "Sustainable Touristic Routes" that was the first winner of the Tourism Entrepreneurship program organized by the Foreign Trade and Tourism Ministry. During these years, the travel agency has consolidated in the local market with the Chiclayan visitors for its service proposal. This company integrates the touristic products with the hotel and its main actors that are the artisan’s resident in Illimo - Lambayeque. Currently, the tour operator seeks to capture the family’s segment in Lima by offering its project's products. To this end, this thesis analyzes the current situation of the country, the current positioning of Ecoserv in the face of the pandemic, the study of the travel agency's competition, the travel features of Lima's families and the trends of digital touristic marketing. This is done through secondary information sources and the use of qualitative research tools that allow, at the end of the document, to design strategies for positioning Ecoserv's touristic products, in the medium term, for the families in Lima.
Ecoserv is a tour operator with nine years in the touristic market that manages a Lodge located in northern Peru. The company has a project called "Sustainable Touristic Routes" that was the first winner of the Tourism Entrepreneurship program organized by the Foreign Trade and Tourism Ministry. During these years, the travel agency has consolidated in the local market with the Chiclayan visitors for its service proposal. This company integrates the touristic products with the hotel and its main actors that are the artisan’s resident in Illimo - Lambayeque. Currently, the tour operator seeks to capture the family’s segment in Lima by offering its project's products. To this end, this thesis analyzes the current situation of the country, the current positioning of Ecoserv in the face of the pandemic, the study of the travel agency's competition, the travel features of Lima's families and the trends of digital touristic marketing. This is done through secondary information sources and the use of qualitative research tools that allow, at the end of the document, to design strategies for positioning Ecoserv's touristic products, in the medium term, for the families in Lima.
Descripción
Palabras clave
Marketing turístico, Empresas turísticas, Productos turísticos, Familia, Viajes, Turismo sostenible
Citación
Bazalar, A. (2022). Diseño de estrategias de posicionamiento del proyecto “rutas turísticas sostenibles” para un tour operador de Lambayeque enfocada en el segmento familias de Lima [Tesis de pregrado, Universidad Antonio Ruiz de Montoya]. Repositorio Institucional UARM.
http://hdl.handle.net/20.500.12833/2388