Sistema estratégico de penetración en el mercado para el sector de agencias turísticas: Caso Ortega Viajes

Abstract

Tourism is a strategic sector for national development, especially by factors relating to the generation of direct, indirect, permanent and seasonal jobs; the distribution of income among a greater number of inhabitants; opportunities for economic diversification and the complementary to traditional activities, not always tends to be so, because the benefits that produces this activity not always are reflected in considered resort towns, because its inhabitants must face this situation with a lot of imagination to survive making handicrafts, typical meals, or depictions of rituals or traditional customs that attract the attention of visitors. In the present project intends to investigate systems of market penetration established a travel agency as enhancer in the increase in sales and subsequent customer satisfaction. The results achieved in this research is framed in the structuring and delimitation of the elements of a system of market penetration that contributes to improving tourist company Ortega travel marketing and positioning. This proposal will serve as administrative tool and management to analyze the problem by using a diagnostic internal and external (SWOT) of the Organization and to create strategies to strengthen the corporate image of the company based on sustainability, capability, experience and increase and diversify the services of the travel agency "Ortega journeys"