<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202021000200512</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Plan de marketing para el posicionamiento del balneario Chulluype de la provincia de Santa Elena como zona turística de deportes acuáticos extremos]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing plan for the positioning of the Chulluype spa in the province of Santa Elena as a tourist area for extreme water sports]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bohórquez Zavala]]></surname>
<given-names><![CDATA[José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Tecnológica Empresarial  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2021</year>
</pub-date>
<volume>13</volume>
<numero>2</numero>
<fpage>512</fpage>
<lpage>516</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202021000200512&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202021000200512&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202021000200512&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente trabajo tiene como objetivo la realización de un plan de marketing en el Balneario Chulluype de la provincia de Santa Elena para su posicionamiento como zona de deportes acuáticos extremos, tomando como base las definiciones teóricas del marketing. Se presenta información sobre el turismo y principalmente sobre los deportes acuáticos extremos que existen a nivel local y nacional. Se sustenta en el marco legal que regula la actividad del turismo en el Ecuador. Se aplica una metodología de investigación deductiva, descriptiva, tipo de estudio, los métodos y técnicas planteadas para la recolección de información primaria y secundaria. El análisis y presentación de los resultados de la investigación muestran un diagnóstico de la situación actual, de la infraestructura turística cuya finalidad es determinar el estudio FODA y el análisis estratégico. A partir de estas herramientas se definen como metodologías el marketing estratégico, marketing táctico y estrategias de posicionamiento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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 &#8203;&#8203;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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Plan de marketing]]></kwd>
<kwd lng="es"><![CDATA[deportes acuáticos extremos]]></kwd>
<kwd lng="es"><![CDATA[Balneario Chulluype]]></kwd>
<kwd lng="es"><![CDATA[zona turística]]></kwd>
<kwd lng="en"><![CDATA[Marketing plan]]></kwd>
<kwd lng="en"><![CDATA[extreme water sports]]></kwd>
<kwd lng="en"><![CDATA[Chulluype Spa]]></kwd>
<kwd lng="en"><![CDATA[tourist area]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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</article>
