Posicionamiento nacional del destino Azogues pueblo mágigo mediante estrategias publicitarias y creación de una guía turística.

Abstract

The aim of this research was to develop advertising strategies and a tourist guide to achieve the recognition of Azogues as a magical town in the national tourism context, in order to attract potential tourists. During the development of the research, we gathered information through interviews with a group of experts in the field of tourism in the canton; Director of tourism, tourist guide and cultural manager, to determine the current positioning. We also conducted surveys to Ecuadorian men and women in an age range of 30 to 40 years, to identify characteristics and perceptions of potential tourists about the canton, quantifying their results to start with the analysis of the most outstanding characteristics of the market segment and deducing the target audience to whom the advertising strategies will be directed, continuing with the quasi-experimental research where we studied the behavior and social attributes of individuals, in order to correctly design the advertising planning, the creative brief, the different strategic partnerships and the advertising media plan, to cause the greatest impact on the consumer and achieve the desired positioning. Afterwards, graphic and audiovisual pieces were developed to promote the tourist attractions of Azogues canton. In addition, we created a tourist guide with information about different places and activities that can be done within the canton. We finished with the creation of an advertising campaign based on content marketing, with graphic and audiovisual material to be used in social networks: Facebook, Instagram, YouTube and a tourist guide for its distribution in strategic points around the canton and within the country. We recommend monitoring the advertising campaign for the analysis of results that can be used as a starting point for future advertising projects.