Plan de marketing para fuentes de aguas termales: caso Pumamaqui, San Joaquín período 2020-2022

Abstract

The present intervention Project consists of a Marketing plan for termal water springs: Pumamaqui case, with the purpose of potentiating the arrival of turists and propose action strategies for the following two years, for this a diagnosis of the current situation of the place was made; using the technique of field observation and information collection, from this supply and demand were determined, in the field work a count of visitors was made from January to March 2019. The results projected several quantitative indicators; these indicators were used to determine the tourist profile and the different market segments that visit the Pumamaqui thermal baths. The tourist profile was defined as: male users whose ages range between 20 and 29, coming from the city of Cuenca and with an average income level .In addition, thanks to the work carried out and the collection of information, opinions and suggestions were identified and used for the creation of the product proposals, these proposals were thought as the most revelant in the market segments identified.