Show simple item record

dc.contributor.advisorMarquina Feldman, Percy Samoel
dc.contributor.authorCárdenas, Karenes_ES
dc.contributor.authorEspejo, Pamelaes_ES
dc.contributor.authorGonzález, Nataliaes_ES
dc.contributor.authorMogollón, Maríaes_ES
dc.contributor.authorPinzón, Ednaes_ES
dc.date.accessioned2017-07-17T17:06:05Z
dc.date.available2017-07-17T17:06:05Z
dc.date.created2017
dc.date.issued2017-07-17
dc.identifier.urihttp://hdl.handle.net/20.500.12404/9049
dc.description.abstractEn la presente tesis, se desarrolló un plan estratégico de mercadeo para las Festividades Turísticas en Colombia, comenzando con los análisis externo e interno, en los cual se identifican las oportunidades, amenazas, fortalezas, y debilidades del Sector Turístico. Posteriormente, se elaboraron las matrices que permiten definir las estrategias clave para el alcance de los objetivos a corto y largo plazo, los cuales conducen al fomento y fortalecimiento del sector turístico con el fin de atraer un mayor número de turistas a las principales fiestas autóctonas en Colombia. El Turismo en Colombia está iniciando la etapa de crecimiento, evidenciando resultados positivos; sin embargo, aún se tienen muchas oportunidades para atraer una mayor cantidad de turistas extranjeros. En el plan se presentan las variables del Marketing Mix así como los diferentes KPIs para medir el impacto de este. Estas variables se enfocaron principalmente en torno a la importancia de atraer un turista globalizado, con gran influencia de la tecnología. Aprovechando la riqueza cultural de Colombia, la coyuntura ante el proceso de Paz firmado durante 2016 y la tasa de cambio, se considera que existirá el ecosistema ideal para el correcto fomento de las festividades turísticases_ES
dc.description.abstractThis is a strategic marketing plan that was developed for the Tourist Festivities in Colombia. The main idea is to bring more tourists to those festivities. It begins with an external and internal analysis, in which the opportunities, threats, strengths, and weaknesses of the Tourism Sector were identified. Subsequently, the evaluation matrices were elaborated, allowing to define the key strategies in order to fulfill the short and long term objectives. The results lead to the promotion and strengthening of the tourist sector, in order to attract a greater number of tourists (mainly from Spain and Mexico) to the main festivities in Colombia (Feria de Cali, Carnaval de Barranquilla). Tourism in Colombia is starting to grow, showing positive results for the industry. However, there are still many opportunities to bring in more international tourists. In the marketing plan, the variables of the marketing mix are presented as well as the different KPIs to help measure its impact. These variables were mainly focused on the importance of attracting a globalized tourist, having a great influence of technology. Considering the cultural wealth of Colombia, the positive image that brings the signature of the peace process during 2016 and the exchange rate, there will be an ideal environment for the correct promotion of the tourist festivitieses_ES
dc.language.isospaes_ES
dc.publisherPontificia Universidad Católica del Perúes_ES
dc.rightsinfo:eu-repo/semantics/openAccesses_ES
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/pe/*
dc.subjectMercadeoes_ES
dc.titlePlan de marketing en turismo de festividades en Colombiaes_ES
dc.typeinfo:eu-repo/semantics/masterThesises_ES
thesis.degree.nameMaestro en Dirección de Marketinges_ES
thesis.degree.levelMaestríaes_ES
thesis.degree.grantorPontificia Universidad Católica del Perú. CENTRUMes_ES
thesis.degree.disciplineDirección de Marketinges_ES
dc.type.otherTesis de maestría
dc.subject.ocdehttps://purl.org/pe-repo/ocde/ford#5.02.04es_ES
dc.publisher.countryPEes_ES
renati.discipline414147es_ES
renati.levelhttps://purl.org/pe-repo/renati/level#maestroes_ES
renati.typehttps://purl.org/pe-repo/renati/type#tesises_ES


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record

info:eu-repo/semantics/openAccess
Except where otherwise noted, this item's license is described as info:eu-repo/semantics/openAccess