Estrategias de marketing para la reactivación de la agencia de viajes y turismo juntos S.A.S. de Santiago de Tolú
Cargando...
Fecha
2021
Autores
Orellano Mercado, Jolie Roxana
Título de la revista
ISSN de la revista
Título del volumen
Editor
Ediciones Universidad Simón Bolívar
Facultad Administración y Negocios
Facultad Administración y Negocios
Resumen
Este documento comprende el desarrollo de un proyecto de investigación enfocado a la reactivación de la Agencia de Viajes y Turismo JUNTOS S.A.S. ubicada en Santiago de Tolú, Sucre, a través del desarrollo de estrategias de marketing. Teniendo en cuenta lo anotado anteriormente, el objetivo central de la propuesta fue establecer estrategias de marketing para la reactivación de la Agencia de Viajes y Turismo JUNTOS S.A.S. de Santiago de Tolú que le permitan su posicionamiento y reactivación en la región.
El enfoque con el cual se trabajó fue una metodología cualitativa descriptiva ya que en ella se especifican las situaciones y eventos que han afectado tanto al sector turístico como a la Agencia de Viajes y Turismo JUNTOS S.A.S. en concreto. La metodología de investigación usada se basó en el método de estudio de caso, recopilándose información de fuentes directas como lo es la propietaria de la agencia de viajes.
Mediante la exploración bibliográfica, donde se incluyen las aportaciones de marketing, de Kotler, y Armstrong (2012) como aquella filosofía en la que el alcance de las metas de una empresa está intrínsecamente relacionada con conocer necesidades y deseos de sus clientes , así como de brindar la mejor satisfacción sobresaliendo en el mercado, se obtuvo que la acción de estrategias adaptadas al contexto, permitirá la reactivación como el fortalecimiento de la agencia de viajes ubicada en el Golfo de Morrosquillo, Sucre.
This document includes the development of a research project focused on the reactivation of the Travel and Tourism Agency JUNTOS S.A.S. located in Santiago de Tolú, Sucre, through the development of marketing strategies. Taking into account the aforementioned, the central objective of the proposal was to establish marketing strategies for the reactivation of the Travel and Tourism Agency JUNTOS S.A.S. of Santiago de Tolú that allow its positioning and reactivation in the region. The approach with which we worked was a descriptive qualitative methodology since it specifies the situations and events that have affected both the tourism sector and the Travel and Tourism Agency JUNTOS S.A.S. specific. The research methodology used was based on the case study method, collecting information from direct sources such as the owner of the travel agency. Through the bibliographic exploration, which includes the marketing contributions of Kotler, and Armstrong (2012) as that philosophy in which the achievement of the goals of a company is intrinsically related to knowing the needs and desires of its customers, as well as provide the best satisfaction excelling in the market, it was obtained that the action of strategies adapted to the context, will allow the reactivation as well as the strengthening of the travel agency located in the Gulf of Morrosquillo, Sucre.
This document includes the development of a research project focused on the reactivation of the Travel and Tourism Agency JUNTOS S.A.S. located in Santiago de Tolú, Sucre, through the development of marketing strategies. Taking into account the aforementioned, the central objective of the proposal was to establish marketing strategies for the reactivation of the Travel and Tourism Agency JUNTOS S.A.S. of Santiago de Tolú that allow its positioning and reactivation in the region. The approach with which we worked was a descriptive qualitative methodology since it specifies the situations and events that have affected both the tourism sector and the Travel and Tourism Agency JUNTOS S.A.S. specific. The research methodology used was based on the case study method, collecting information from direct sources such as the owner of the travel agency. Through the bibliographic exploration, which includes the marketing contributions of Kotler, and Armstrong (2012) as that philosophy in which the achievement of the goals of a company is intrinsically related to knowing the needs and desires of its customers, as well as provide the best satisfaction excelling in the market, it was obtained that the action of strategies adapted to the context, will allow the reactivation as well as the strengthening of the travel agency located in the Gulf of Morrosquillo, Sucre.
Descripción
Palabras clave
estrategias, marketing, Turismo, Turismo sostenible, Strategies, Marketing, Tourism, Sustainable tourism