Diseño del plan de marketing de la Agencia de Viajes Gaviota Tours Centro
Fecha
2021-11
Autores
García Rojas, Roxely
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En las agencias de viajes la planeación estratégica de la actividad comercial resulta imprescindible para el logro del resultado positivo. Es por ello que la presente investigación tiene como principal propósito la creación de un plan de marketing para la Agencia de Viajes Gaviota Tours Centro que funcione como instrumento facilitador de su gestión comercial y le aporte a la dirección, las estrategias y acciones para el éxito de su actividad comercial, debido a la inexistencia en la entidad de esta herramienta. Como punto de partida del estudio se realizó un diagnóstico de la situación actual de la actividad comercial de la entidad, el cual permitió definir sus principales fortalezas y debilidades, así como las amenazas y oportunidades que se presentan en el entorno de marketing de la empresa. Para la confección del plan de marketing, así como también para el diagnóstico se utilizó un procedimiento científicamente fundamentado y diseñado por Quiroga (2013), ya que es una propuesta esbozada particularmente para las agencias de viajes. Como resultado de la investigación se logró una propuesta de plan de marketing para la Agencia de Viajes Gaviota Tours Centro, como útil herramienta para el éxito de su comercialización.
For the travel agencies, strategic planning of business is critical to achieve positive results. Gaviota Tours is the main company operating at the Villa Clara Keys destination but its management does not have a marketing plan oriented to the achievements of its main goals. That is why the main purpose of this research is the design of the marketing plan for the Gaviota Tours Travel Agency; this planning instrument will improve its commercial management throughout the setting of appropriate direction, strategies and actions. As a starting point for the research, a diagnosis of the commercial situation was properly conducted; consequently, the author was able to define the main strengths and weaknesses, as well as the threats and opportunities that arise in the company's marketing environment. For the preparation of the marketing plan, as well as for the diagnosis, a scientifically based procedure was used and designed by Quiroga (2013), since it is a proposal specifically outlined for travel agencies. As a final result of the investigation, a marketing plan proposal was designed for the Gaviota Tours Centro Travel Agency, as a useful tool for the success of its commercialization.
For the travel agencies, strategic planning of business is critical to achieve positive results. Gaviota Tours is the main company operating at the Villa Clara Keys destination but its management does not have a marketing plan oriented to the achievements of its main goals. That is why the main purpose of this research is the design of the marketing plan for the Gaviota Tours Travel Agency; this planning instrument will improve its commercial management throughout the setting of appropriate direction, strategies and actions. As a starting point for the research, a diagnosis of the commercial situation was properly conducted; consequently, the author was able to define the main strengths and weaknesses, as well as the threats and opportunities that arise in the company's marketing environment. For the preparation of the marketing plan, as well as for the diagnosis, a scientifically based procedure was used and designed by Quiroga (2013), since it is a proposal specifically outlined for travel agencies. As a final result of the investigation, a marketing plan proposal was designed for the Gaviota Tours Centro Travel Agency, as a useful tool for the success of its commercialization.
Descripción
Palabras clave
Turismo, Actividad comercial, Gestión comercial, Plan de marketing