Modelo de identificación de mercado y trazado del perfil del cliente de los Centros Acuáticos de Tungurahua

Abstract

In the province of Tungurahua, an aquatic center is a community place for the dissemination of activities related to the discipline of swimming, in addition to having the capacity to provide a recreation service to the community where it is located, aquatic centers Of family tourism, so it has become a health and beauty activity. The owners of these tourist sites do not identify the customer's profile, this is due to the lack of research; For that reason an analysis of strategies was carried out in order to support the research methodology, and the strategy of inclusion and exclusion, The bibliographic review established the instrument of data collection with psychographic variables, purchasing behavior and sociodemographic, verified by the statistical method of Cronbach's Alpha with a value of 93.9%, which means that the data obtained are adapted to the topic. The proposal of the "Market Identification Model and customer mapping of the Aquatic Centers" consists of the theoretical application of the cluster of two-stage type, k-means and hierarchical, therefore, the methodological activity consists of the correct grouping of variables Homogeneous, applying the statistical criterion of clusters with principles of hierarchical levels.