Resumo

SAN LUCAS VANEGAS, Richard Iván. Promotion of spectator attendance at the Barcelona Sporting Club stadium in Guayaquil: marketing design. Universidad y Sociedad [online]. 2021, vol.13, n.2, pp. 437-445.  Epub 02-Abr-2021. ISSN 2218-3620.

The following research is developed in the city of Guayaquil specifically in the spectators at the Barcelona Sporting Club stadium where the influence of the fans is highlighted. The objective of this research is to "Design a Relationship Marketing Plan to encourage spectator attendance at the Barcelona Sporting Club stadium in the city of Guayaquil." Among the methodology used for the development of this research are the scientific method and induction method - deduction these methods are intended to analyze research reports on relationship marketing and how it can stimulate positive changes in the members and fans of the Barcelona Sporting Club sports club. In order to conclude this investigation and according to the objectives of the investigation, a good vision is obtained, there are factors that favorably influence this investigation, starting with the Sports Club having the largest number of fans in the country, as well as generating a Diversity of strong emotions that make fans have the right to feel part of it, saying Barcelona Sporting Club means naming a brand with a high level of interest from entrepreneurs, SMEs and large corporations that seek to position themselves under a strategy of emotional loyalty, even beyond the economic.

Palavras-chave : Benchmarking; strategies; fans; loyalty; marketing.

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