Design of a strategic marketing plan in the canton Ambato, Ecuador.

Abstract

The research focuses on carrying out a strategic marketing plan for the positioning of the Ambato canton as a national tourist destination, to improve the economic conditions of the city, with tourism being a sector that can contribute to the solution of the problem. The objective was the design of a strategic marketing plan for the positioning of the canton through actions that make the city a tourist destination nationwide; Therefore, it is necessary to carry out a theoretical study of the components of a strategic marketing plan, a diagnosis of the current situation of the tourist activity and the positioning of the canton to national tourists to structure the strategic plan of effective marketing.