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http://dspace.udla.edu.ec/handle/33000/1325| Tipo de material : | bachelorThesis |
| Título : | Estrategia de posicionamiento para el stand de Ecuador en la convención Internacional de Turismo ITB de Berlín-Alemania, Marzo 2011 para mercados de consolidación europeos |
| Autor : | Abalco Jarrín, Mayra Jacqueline |
| Tutor : | Zabala Andrade, Víctor Andrés |
| Palabras clave : | PLANIFICACIÓN ESTRATÉGICA;TURISMO INTERNACIONAL |
| Fecha de publicación : | 2010 |
| Editorial : | Quito: Universidad de las Américas, 2010 |
| Citación : | Abalco Jarrín, M. J. (2010). Estrategia de posicionamiento para el stand de Ecuador en la convención Internacional de Turismo ITB de Berlín-Alemanias, Marzo 2011 para mercados de consolidación europeos. (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El presente trabajo consiste en plantear una nueva estrategia de posicionamiento para la marca “Ecuador”, en el mercado del turismo internacional... |
| Descripción : | This paper is to propose a new positioning strategy for the brand "Ecuador" in the international tourism market. The distribution channel in which you want to position the country's tourism is the International Tourism Fair ITB Berlin Germany; one of the largest and most important conferences of the global tourism industry. ITB hosts visitors from around the world through the fair seek to position the country brand and achieve important business relationships with target markets. A ITB attend three market segments: the exhibitor segment; made up of delegations sent by each country to participate in the fair, the corporate segment comprising tour operators, travel agencies, airlines, traffic, hotel sector, among others. And the segment of the general public visiting the fair with the intention of meeting tourism in each country, for future sightseeing trips. Ecuador has an active participation in ITB, the MINTUR (Ministry of Tourism of Ecuador), is responsible for the allocation of the budget and manages the organization for the participation of Ecuador in the fair. For MINTUR the presence of Ecuador in ITB reaffirms the loyalty of the German market, one of the markets considered key by both the number of tourist arrivals to the country, and the income they generate to the national economy, as well as Germany, United States and Spain are also part of Ecuador's key market. This segmentation also defines market consolidation (England, Holland, France and Italy, Chile, among others) and opportunity (Mexico, Russia, Japan, Scandinavian countries). |
| URI : | http://dspace.udla.edu.ec/handle/33000/1325 |
| Aparece en las colecciones: | Ingeniería Comercial |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIC-2010-26.pdf | TESIS A TEXTO COMPLETO | 1,01 MB | Adobe PDF |  Visualizar/Abrir |
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