Abstract

NOVILLO DIAZ, Lenin Alexander; MOCHA ROMAN, Johanna Verónica  and  DIOSES CHILES, Stalin Paul. Tourist marketing in the Freshwater Spas of the Parish "La Avanzada". Universidad y Sociedad [online]. 2018, vol.10, n.3, pp. 235-240.  Epub June 02, 2018. ISSN 2218-3620.

The systematic development of the country's tourism sector is evidenced by the growth in demand for recreation centers and healthy recreation, which generally have a high degree of positioning in the target to which they are directed. Specifically in the parish "La Avanzada" located in Santa Rosa city of the Province of El Oro, it is observed that it has 3 public freshwater spas, which have been declining in relation to the fluctuation of tourists due to the positioning of the Terminal Terrestrial Binational and the Regional Airport of the canton that is frequently visited by tourists of their own and other origins. By means of the elaboration of a proposal that allows to structure a tourism marketing plan adapting digital and advertising tools, it is intended to promote tourism in the aforementioned parish. Through the necessary advertising media such as technological tools and under a tourism marketing approach, in addition to the use of ATL and BTL advertising guidelines, the collection or repositioning of these spas is sought in accordance with the acceptance and subsequent increase in demand in its use.

Keywords : Tourism; marketing; ATL; BTL; digital; Ecuador; La Avanzada.

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