Propuesta para el fortalecimiento de la estrategia de comercializaciĆ³n y promociĆ³n de la eco-red Lican Antay
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Archivos
Fecha
2012
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Idioma
es
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Universidad AndrƩs Bello
Nombre de Curso
Licencia CC
Licencia CC
Resumen
El presente proyecto de tĆtulo es una investigaciĆ³n en la localidad de San Pedro de
Atacama que se ubica en la II regiĆ³n de Antofagasta en la provincia del Loa.
El objetivo general de esta investigaciĆ³n fue, "Proponer estrategias de
comercializaciĆ³n y promociĆ³n para fortalecimiento de la Eco-red Lickan Antay", que
en el idioma kunza Lickan Antay se traduce como "los habitantes del territorio".
La Eco-red Lickan Antay en una asociaciĆ³n de turismo comunitario que tiene tres
aƱos de vigencia dentro de la oferta turĆstica de la zona.
El estudio se realizĆ³ en los sectores de Sequitor, Coyo, Solor y Socaire, en donde se
analizaron los emprendimientos turĆsticos de la organizaciĆ³n, ademĆ”s de conocer de
manera real sus problemƔticas y dificultades.
San Pedro de Atacama es un lugar de trƔnsito para muchas personas pertenecientes a
diferentes lugares del mundo, convirtiendo sus calles en un mosaico culturalmente
diverso, lo anterior es una ventaja para la Eco-red Lickan Antay ya que la llegada de
numerosos turistas le ha entregado la oportunidad de comercializar un tipo de
turismo diferente, "turismo comunitario".
Actualmente Eco-red Lickan Antay desea que los turistas reconozcan la asociaciĆ³n
como una opciĆ³n de turismo comunitario en San Pedro de Atacama. A pesar del
trabajo de la red, tienen dificultades en la promociĆ³n y comercializaciĆ³n de sus
servicios turĆsticos.
Este trabajo se estructurĆ³ en cuatro etapas; la primera se desarrollo en trabajo de
gabinete y trabajo en terreno, entendiendo la administraciĆ³n de la red y la
comercializaciĆ³n de sus productos, se utilizaron herramientas como el anĆ”lisis
FODA, ademƔs de entrevistas y conversaciones abiertas con la Eco-red Lickan
Antay.
La segunda etapa consistiĆ³ en identificar el valor diferenciador de la Eco-red Lickan
Antay, se entiende por valor diferenciador a la ventaja que tiene la asociaciĆ³n en
estudio con respecto de su competencia. Se realizĆ³ un anĆ”lisis de la competencia, a
travƩs de una encuesta con mƩtodo Liketi.
En la tercera etapa se realizĆ³ un anĆ”lisis de la demanda, utilizando el estudio
realizado por SERNATUR "Perfil de turista extranjero que visita San Pedro de
Atacama y Valle de la Luna", ademƔs de complementarse con una encuesta realizada
a travƩs del mƩtodo de la escala de Likert que fue dirigido a los turistas que visitaron
San Pedro de Atacama en el mes de Abril del aƱo 2011, la encuesta tuvo como
objetivo saber el uso de las redes sociales y bĆŗsqueda de turismo a travĆ©s de internet.
La Ćŗltima etapa fue proponer estrategias de comercializaciĆ³n y promociĆ³n para
fortalecer la Eco-red Lickan Antay, se utilizaron herramientas como el Business
Model Canvas, uso de marketing 2.0 referente a las redes sociales y una propuesta de
capacitaciones para el manejo adecuado de la estrategia.
A travƩs de esta propuesta se busca impulsar el turismo comunitario que existe en
San Pedro de Atacama ademƔs de fortalecer a Eco-red Lickan Antay con
herramientas actuales, promoviendo su imagen como asociaciĆ³n de turismo
comunitario y una alternativa de ecoturismo en la zona.
The present thesis project corresponds to a study done in the village of San Pedro de Atacama, located in Chile's second political region, Antofagasta, belonging to the province of Loa. The main objective of the study was a "Proposal for a Commercialization and Marketing Strategy of the Eco-red Lickan AntaĆæ'. From the Kunza language, Lickan Antay may be translated roughly as "the territory inhabitants. " Lickan Antay Eco-red is an association of community tourism with three years of experience within the area's touristic market. The project area corresponded to the localities of Sequitor, Coyo, Solor and Socaire, where the touristic endeavors of the above mentioned organization where attested. The problems and difficulties they face where also experienced firsthand. San Pedro de Atacama is a stop-over place for many people from different corners of the world, making its streets a culturally diverse mosaic. This diversity is an advantage for the Eco-red Lickan Antay, who has seized the opportunity the arrival of numerous tourists has given them to market a different type of tourism community tourism. Currently, Eco-red Lickan Antay is looking to be recognized as a real option for community tourism in San Pedro de Atacama. Despite all their work efforts, they have been having trouble advertising and commercializing their services. This thesis was structured in four stages: the first consisted of desk study and field work in order to understand the association's administration and the marketing strategy used to sell their products. The following instruments were used: SWOT analysis, interviews and open conversations with Eco-red Lickan Antay members. The second stage focused on identifying the network's differential value. Differential value is defined as the advantage that the studied association holds compared to its competition. A competitor analysis was performed through a Likert scale questionnaire. The third stage consisted of a demand analysis based on the document entitled "Perfil de turista extranjero que visita San Pedro de Atacama y Valle de la Luna " (Profile of a foreign tourist who visits San Pedro de Atacama and the Valle de la Luna), published by SERNATUR, also complemented by a Likert scale questionnaire taken to tourists visiting San Pedro de Atacama during April 2011. This questionnaire was aimed at understanding the role of social networking and Internet-powered search in tourism. The final stage involved generating a proposal for a commercialization and marketing Strategy that would boost the Eco-red Lickan Antay. Tools used include Business Model Canvas, marketing 2.0 with relation to social networking and a proposal for a training course on the adequate use of strategy. Through this proposal, we seek to boost community tourism on San Pedro de Atacama as well as strengthen and equip the Eco-red Lickan Antay with modern tools and promote its image as a community tourism association and as an indigenous ecotourism option.
The present thesis project corresponds to a study done in the village of San Pedro de Atacama, located in Chile's second political region, Antofagasta, belonging to the province of Loa. The main objective of the study was a "Proposal for a Commercialization and Marketing Strategy of the Eco-red Lickan AntaĆæ'. From the Kunza language, Lickan Antay may be translated roughly as "the territory inhabitants. " Lickan Antay Eco-red is an association of community tourism with three years of experience within the area's touristic market. The project area corresponded to the localities of Sequitor, Coyo, Solor and Socaire, where the touristic endeavors of the above mentioned organization where attested. The problems and difficulties they face where also experienced firsthand. San Pedro de Atacama is a stop-over place for many people from different corners of the world, making its streets a culturally diverse mosaic. This diversity is an advantage for the Eco-red Lickan Antay, who has seized the opportunity the arrival of numerous tourists has given them to market a different type of tourism community tourism. Currently, Eco-red Lickan Antay is looking to be recognized as a real option for community tourism in San Pedro de Atacama. Despite all their work efforts, they have been having trouble advertising and commercializing their services. This thesis was structured in four stages: the first consisted of desk study and field work in order to understand the association's administration and the marketing strategy used to sell their products. The following instruments were used: SWOT analysis, interviews and open conversations with Eco-red Lickan Antay members. The second stage focused on identifying the network's differential value. Differential value is defined as the advantage that the studied association holds compared to its competition. A competitor analysis was performed through a Likert scale questionnaire. The third stage consisted of a demand analysis based on the document entitled "Perfil de turista extranjero que visita San Pedro de Atacama y Valle de la Luna " (Profile of a foreign tourist who visits San Pedro de Atacama and the Valle de la Luna), published by SERNATUR, also complemented by a Likert scale questionnaire taken to tourists visiting San Pedro de Atacama during April 2011. This questionnaire was aimed at understanding the role of social networking and Internet-powered search in tourism. The final stage involved generating a proposal for a commercialization and marketing Strategy that would boost the Eco-red Lickan Antay. Tools used include Business Model Canvas, marketing 2.0 with relation to social networking and a proposal for a training course on the adequate use of strategy. Through this proposal, we seek to boost community tourism on San Pedro de Atacama as well as strengthen and equip the Eco-red Lickan Antay with modern tools and promote its image as a community tourism association and as an indigenous ecotourism option.
Notas
Tesis (Administrador en Ecoturismo)
Palabras clave
Turismo, Ecoturismo, PlanificaciĆ³n, ComercializaciĆ³n, Chile, San Pedro de Atacama