Diseño de un plan estratégico de comunicación para difundir el potencial turístico del cantón Echeandía, provincia de Bolívar, periodo 2018

Abstract

The aim of this study is to design a strategic communication plan to promote potential tourism of Echeandía community. Communication strategies, which are carefully elaborated, will inform, persuade, remind, and position its natural attractions in the competitive tourism market. To collect information, surveys were conducted to its population and the community leaders were interviewed. Besides, SWOT (strengths, weaknesses, opportunities, and threats) analysis was used to establish the current community situation because there is no plan or program promoting or informing about them. The Decentralized Autonomous Government (GAD) of Echeandía community is also responsible for the lack of tourism. Likewise, the plan consists of online marketing strategies and communications mix to inform, persuade, remind, and position natural attractions of this subtropical community. It also has a brand and a slogan to set it apart from the other competitors. It is recommended that GAD of Echeandía community use the marketing strategies to communicate all the activities which are done during the year.