impacto del marketing turistico en piura

7/24/2019 Impacto Del Marketing Turistico en Piura

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FACULTAD DE CIENCIAS EMPRESARIALES

ESCUELA ACADEMICO PROFECIONAL DE MARKETING Y DIRECCIONDE EMPRESAS

MONOGRAFA

IMPACTO DEL MARKETING TURISTICO EN PIURA

AUTORES

ARIAS CHAMORRO, ISABEL

DOMINGUEZ QUEREVALU, EDISON

MARQUEZ CHAVEZ, YSABEL

PAZ ARICA, ARIANA

LINEA DE INVESTIGACION

COMUNICACIN INTEGRAL DEL MARKETING

DOCENTE ENCARGADO

GARCA PAZ, ELIZABETH

PIURA-PER

201


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INDICE

1. INTRODUCCIN!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"

2. MARCO TEORICO!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!#

2.1. INTRODUCCION AL MARKETING!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!#

2.1.1.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!DEFINICIN

#

2!1!2! EL PROCESO DE MARKETING!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!$

2!1!"! MARKETING DE SERVICIOS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!10

2.2. MARKETING TURISTICO!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!12

2!2!1! LA MERCADOTECNIA DEL TURISMO Y LA VISIN DEL %UTURO! !1"

2!2!2! CARACTERSTICAS DEL MERCADO TURSTICO YCOMPORTAMIENTO DE LA O%ERTA Y LA DEMANDA!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1

2!2!"! CLASI%ICACION DE LOS BIENES TURISTICOS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1&

2!2!! INVENTARIO DE RECURSOS TURSTICOS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1&

2!2!&! INTERVENCION DEL SECTOR PBLICO Y DEL SECTOR PRIVADO

EN EL DESARROLLO DEL TURISMO!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1#

2!2!#! LA DEMANDA TURISTICA!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1#

2.3. PUBLICIDAD Y MERCADOTECNIA TURISTICA!!!!!!!!!!!!!!!!!!!!!!!!!!!!1$

2!"!1! %INES OB'ETIVOS DE LA PUBLICIDAD!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1(

2!"!2! DECISIONES %UNDAMENTALES EN EL DISE)O DE LA ESTRATEGIA

PUBLICITARIA!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1(

2.4. MARKETING TURSTICO PIURANO!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1(

2!!1! TURISMO PIURANO!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1*

2!!2! RECURSOS TURISTICOS PIURANOS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1*

2!!"! EMPRESAS PROMOTORAS DEL TURISMO!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!2(

2!!! PLANEACION ESTRATEGICA DEL MARKETING TURISTICO PIURANO

2*

3. CONCLUSIONES!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"#

4. REFERENCIAS BIBLIOGRAFICAS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"(

5. ANEXOS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"*


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1. INTRODUCCIN

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5/50

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2.1.2.1. COMPRENSION DEL MERCADO Y DE LAS NECESIDADES

DEL CLIENTE

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2.1.2.2. DISEO DE UNA ESTRATEGIA DE MARKETING ORIENTADA

A LOS CLIENTES

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2.1.2.5. CAPTAR VALOR DE LOS CLIENTES

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2.1.3.1. LA NATURALE,A Y LAS CARACTERSTICAS DE UN

SERVICIO

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2.1.3.2. ESTRATEGIAS DE MARKETING PARA LAS EMPRESAS DE

SERVICIO

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14/50

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2.2.2.CARACTERSTICAS DEL MERCADO TURSTICO YCOMPORTAMIENTO DE LA OFERTA Y LA DEMANDA

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17/50

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:+84.6//7 5:@3+57 +


19/50

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2.2.=.LA DEMANDA TURISTICA

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20/50

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FORMAS DE PUBLICIDAD

1! POR SU EPANSION GEOGRA%ICA N:6+. R=6+. + +: I.35.:6+.

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"! POR SUS CARACTERISTICAS %:34 E8+:6+.

! POR EL %IN QUE SE PROPONE D ::6?. /65:3 D ::6?. 5357/

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P536:45 .4.:6+7 7@:67 / =.3 ;.//+5$! POR SU IN%LUENCIA EN LA DEMANDA

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:+.7486/+5

2.3.1.FINES OB>ETIVOS DE LA PUBLICIDAD L+=55 8.3 +53 / 58! P5+@+5:6+.5 6.+58:6?. +7 :+.7486/+57, 353./+ /

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@7 :+. @+3.:6 345736:+! E 8.7 74 8+/+ / @+76:6?. 87 :+.;.6.37!


21/50

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2.4. MARKETING TURSTICO PIURANO

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M4:9+7 @77 9. .:+.35/+ . 73+7 68@:3+7 @+7636;+7 45 8+3+5


22/50

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+ 6./6:? R+. L4, @576/.3 / A7+:6:6?. P54. / A=.:67 /

V6 T45678+ FAPAVIT / P645,


23/50

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8>46/+57 =.7+7 76;7357!


24/50

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7 ;+563 / 8+5 / :45./5+7! L /.+86./ S968> +

S6;656:4:9 F=+ T45


25/50

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5


26/50

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P57


27/50

M.=57 / S. P/5+ FC3 + @ S. I76/5+ A & K8!

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28/50

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A5.+7 @/5=+7, / =47 :57! P+7 .485+77 :4;7


29/50

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5 7 @4/. @5:65 @7 4.

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D =47 36>67 :.3 7+, 73 >.56+ 7 :+.76/5/+ 4.+ /

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7 .:9 7 :5:356 @+5 @57.35 @ 9\6.! E7 9>633 / +>+7


30/50

856.+7 / 3+/+7 +7 38+7, +7 +! L E.:.3/ A & K8! / +:6// / C944:.7 F1& 86.43+7 .

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6.+7 / 7:4 5=5

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31/50

7:3+5, 7+>5 +7 2 "00 87.8! E73+7 =5./7 >+/+7 . >+ 56; 7 356>4. +7 .36=4+7 =4:4./+7,

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/ 8.! S47 =47 7 :+.76/5. >.:6+77 @5 :+8>365

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E7@+ / =4


32/50

=4 /4:! P+5 73 5?., 4=5 :4.3 :+. 4. =5. ;56// /

7@:67 96/5+>6+?=6:7 +3,

:86.37, @7: /@+536;, 3:!

FOLCLORE

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@+@45 . 3+/+ .+53 @54.+! E. +., 7 :+8. .:+.355

C98.7 + >54+7 +:7 //6:/+7 :345 56347 :4536;+7 /

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ARTESANA

E. C3:+7 /73:. +7 35>+7 / +5>55 6=5. . +5+ @3 .

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357 / :6.345!

2.4.3.EMPRESAS PROMOTORAS DEL TURISMO

C/$+$%& '! P//#$%& '!* P!; @P/P!;

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M$&$+(!$/ '! C/!#$/ E


33/50

E M6.67356+ / C4345 7 +5=.678+ 5:3+5 . 8356 / :4345

5: :+8@3.:6, :476; :4.3, 57@:3+ / +35+7 .6;7 /

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A+/#$"#$%& P!-"&" '! A!$"+ '! V$"7!+ ) T-$+/ APAVIT

APAVIT 36. :+8+ +>36;+ @5+8+;5 /755++, +53:686.3+

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DIRCETUR D$!##$%& R!$/&"* '! C/!#$/ E36;+ @56.:6@ 7 @.6:5 /755++ / 7 :36;6//7 /C+85:6+ E356+5, T45678+ A537. @5+@6:65 8:.678+7 /

@5+8+:6?. :+85:66:6?. / @5+/4:3+7 @+53>7, 75;6:6+7

345736:+7 @5+/4:3+7 537.7!

2.4.4.PLANEACION ESTRATEGICA DEL MARKETING TURISTICOPIURANO

L+7 5:457+7 345736:+7 :+.73634. 4. @+3.:6 68@+53.3 @5

/@538.3+ / P645! L+7 8+57 5:457+7 345736:+7 6/.36:/+7, 73.

5:6+./+7 :+. :@63 .345 9673?56:+ :4345 /+./ 7 @5:36:

345678+ 35/6:6+.! S=. MINCETUR 673. & 5:457+7 35:36;+7

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%++5, :+345678+!

L+7 @56.:6@7 :65:463+7 7+. P645 ^ P63 P645 ^ C944:.7 - S. L+5.+

- S4. :+55/+5 / @7 M.:+5 - C>+ B.:+ - L+>63+7 ^ N=563+7 ^

L+7 5=.+7 ^ T5 ^ C+. ^ Y:6 - L+7 C.=5+7 - P7 / S:945!E.35 +7 7636+7 / =5+345678+ ;6;.:6 /73:. C.:9


34/50

C965 S. L+5.+, :65:463+ :+ 345736:+ P645 ^ P687 ^ M+.35+ ^

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/ 7 35.36;7 @5 /755++ 7+73.6> / 8>63+ 545 F345678+

545, :4345, 8/6:6., /@+536;+, ;6;.:6, :+345678+, 56=6+7+, .35

+35+7!

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@56.:67 .:76//7 / ;::6+.673


35/50

55.3 7 8457 @645.7,


36/50

76./+ +7 @556/+7F(, :+8+ 7=4./+ :3+5 38>6J. 7

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;6 F(1 8.68+ +58/+ @+5 1* 74 9:5+ 57@:3+

:+73+ / +86.3+ 747 :5:35736:7 F$*, :+73+ / 35.7@+53

F&1, 4=57 345736:+7 / 5=6?. F#, 76./+ 4=5 /

>76/7 /+/=7 /

+. F$ =+ 84 68@+53.3 4


37/50

345736:+! A7 8678+ 7 /3586.+ . :+8.5 @5+:7+ / @.86.3+ /

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.3+5.+


38/50

F@+5 @5:6:6?. / N4;+ S+ / +7 3456737 @5+;.6.37 / E73/+7

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@+>5 358!


39/50

E


40/50


41/50

3. CONCLUSIONES

C+8+ 5743/+ / 734/6+ .6767 / 7 .:4737 7 :+.:4 +

76=46.3

L :36;6// 345736: . P645 73 ;673 :+8+ 4. +@+534.6// /

.=+:6+7, 73+ @5863 4.

75;6:6+, 7 @+5 + . 3.5

@57.3 +5:6?. / 4. 7353J=6: :+85:6 @5 /755++ /345678+ /> @5365 /7/ 7 8+57


42/50

7 ;56>7 87 4./8.37 / 4. 4=5, 7 /:65 4. 8+5 .

:6// / 3.:6?., :436;+ / 4. :+.:6.:6 345736:,

+@3686:6?. / 7 6.57354:3457, @5+8+:6?. 94736; / +7

5:457+7 345736:+7 7473.3>66//!

L+7 7:3+57 345736:+7 87 ;6763/+7 / 5=6?., 7+. 5743/+ /

@6::6?. / 95586.3 / 8536.= / @5+8+:6?. 345736:

56/7 8/6.3 @=6.7 \>! E73+ :+.58 6+7 / 8.5 56.//+ +7 ;6763.37 7

+@368+, 76. 8>5=+ .+ 7 /> @75 @+5 3+ 8+5 / 73, 7

8678+ =5:67 @6::6?. / 73 8536.= /65:3+ @+/8+7

585


43/50

4. REFERENCIAS BIBLIOGRAFICAS

K+35, P! F201! %4./8.3+7 / M536.=! M6:+ P57+.! T7:9+9, '! F200(! S5;6:6+ C6.3! USA Q463 S5;6: ! 933@\\\!/65:345@645!=+>!@ 933@\\\!@5+8@54!=+>!@@@T5.7@!7@ 933@\\\!86.:345!=+>!@


44/50

5. ANEXOS


45/50


46/50


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impacto del marketing turistico en piura

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