Resumo

BOHORQUEZ ZAVALA, José. Marketing plan for the positioning of the Chulluype spa in the province of Santa Elena as a tourist area for extreme water sports. Universidad y Sociedad [online]. 2021, vol.13, n.2, pp. 512-516.  Epub 02-Abr-2021. ISSN 2218-3620.

The present work aims to carry out a marketing plan in the Chulluype Spa in the province of Santa Elena for its positioning as an area of ​​extreme water sports, based on the theoretical definitions of marketing. Information is presented on tourism and mainly on extreme water sports that exist locally and nationally. It is based on the legal framework that regulates tourism activity in Ecuador. A deductive and descriptive research methodology is applied, type of study, the methods and techniques proposed for the collection of primary and secondary information. The analysis and presentation of the research results show a diagnosis of the current situation, of the tourist infrastructure whose purpose is to determine the SWOT study and the strategic analysis. From these tools, strategic marketing, tactical marketing and positioning strategies are defined as methodologies.

Palavras-chave : Marketing plan; extreme water sports; Chulluype Spa; tourist area.

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