Global Advanced Research Journal of Management and Business Studies (GARJMBS) ISSN: 2315-5086
June 2017 Vol. 6(4), pp. 095-103
Copyright © 2017 Global Advanced Research Journals


Full Length Research Paper  

Strategic penetration system in the market for the tourism business sector 

Rodrigo Fernando Miranda López1, Elías David Caisa Yucailla2, Adolfo Ricardo Guamán Guevara3, Gabriel Arturo Pazmiño Solys4*,  Liliana Elizabeth González Garcés5 and Luz Maribel Vallejo Chávez6 

1Magister in Business Management MBA., Mention Financial Management. Business Engineer, Teacher Faculty of Administrative Sciences Technical University of Ambato. Technical University of Ambato - Ecuador.
2Master in Public Management, Commercial Engineer, Faculty of Administrative Sciences Technical University of Ambato. Technical University of Ambato - Ecuador.
3Magister in Technologies for Management and Teaching, Graduate in Tourism, mention in Eco Tourism, Teacher Faculty of Human Sciences Technical University of Ambato. Technical University of Ambato - Ecuador
4Doctor in Industrial Engineering, Master in Socio Productive Projects, Mechanical Engineer, Business Engineer. Lecturer at the Technical University of Ambato - Ecuador, Technical University of Ambato – Ecuador.
5Master's Degree in Business Administration Mention Planning, Accounting and Auditing Engineering CPA, Faculty of Administrative Sciences Faculty of the Technical University of Ambato - Ecuador.
6Master in Tourism and Hospitality Marketing, Master in University Teaching and Educational Research, Master in Formulation and Evaluation of Projects for Development, Engineer of Companies, Teacher of Polytechnic School of Chimborazo - Ecuador.

*Corresponding Author Email:, 

Accepted 02 July, 2017


Tourism is a strategic sector for national development, especially for factors related to the generation of direct, indirect, permanent and seasonal jobs; The distribution of income among a larger number of inhabitants; The opportunities for economic diversification and complementarity to traditional activities are not always the case, because the benefits of this activity are not always reflected in the populations considered as tourist, since their inhabitants have to face this situation with a lot of imagination in order to survive. Handicrafts, typical foods or representations of rites and / or traditional customs that attract the attention of the visitor. The present research project has a qualitative approach by means of this we can make use of the observation and the survey as collection techniques, to obtain a better explanation of strategic systems and its incidence in the market penetration of the travel agencies, also We can find a quantitative approach because it seeks to determine aspects through the population sample, numerical data, analysis, among others. In addition, it is a synthetic analytical research that allows us to start from the analysis of the facts and their particularities and systematize into conclusions that allow us to propose a solution to the problem. We also applied the historical - historical method from the point of view that the information that is collected related to the potential customers is of time back and logical because this information will allow to make a projection to establish solutions. As a methodology, empirical methods were used based on observation and survey guides in order to identify the information regarding the needs of the company regarding the projection of its clients and managers, this questionnaire was applied to 66 clients of the company. Tourist Company Ortega Travels. The World Tourism Organization- OMT. 1999, adds that a tourism initiative will be sustainable if it allows maintaining the natural and cultural values ​​on which the balance of the community is based and which have remained in a situation of fluctuating equilibrium for long periods of time. As a result of the investigation, we can determine that external clients surveyed travel with a frequency of at least 1 time a year, usually with their family and choose the services by price, quality and type of plans, almost always travel for vacations or To visit their relatives and usually like to do it by plane and prefer to receive the information by mail or social networks

Keywords: Strategic system, market penetration, marketing, Tourism



American Marketing Association (2013). Marketing Power. Retrieved from

Alvarez (2011). Fundamentos de marketingRepositorio.UJI. xmlui/ bitstream/handle/10234/49394/s74.pdf\ 

Arellano Cueva R (2000). Marketing, Latin America approach. Mexico: Mc Graw Hill.

Armstrong G, Kotler P (2010). Fundamentals of Marketing. Prentice Hall

Arteaga C (December 2011). Distinctive Features of Advertising. Retrieved from

Blanco M (2016). Plan de Marketing de la Empresa AJE – UPN. Analisis del Plan de Marketing. Universidad Privada del Norte. Facultad de Ingenieria. Lima Peru.

Beaufond R (October 2008). Tourist Marketing: An integrated strategic digital approach. Retrieved from

Cuesta (2016). Estrategias de Marketing para Aumentar las Ventas - Blog de ... 

Chávez de la Peña J (2005). Ecotourism TAP: Methodology for environmentally-friendly tourism. Mexico: Trillas.

Chiavenato I (1999). Human resources management. Santafé de Bogotá: McGraw-Hill,

Fajardo Ó (January 5, 2008). The concept of Positioning in companies and strategies for their development. Retrieved from

Ferrell O, Hartline M (2006). Marketing strategy. Mexico: Thomson.

[Links] Principles and Foundations of Business Management. Madrid: Ed. Exercises of Administration and Functions of Company. Madrid: Ed. Sanz and Torres. Administration and Functions of Company. Madrid: Ed. Sanz and Torres.

[Links] (2008). Exercises of Administration and Functions of Company. Madrid: Ed. Sanz and Torres.

Kotler P (1998). Fundamentals of Marketing. Mexico: Pearson.

Kotler P (2011). Tourist Marketing. Spain: Pearson.

Kotler P, Armstrong G (2007). Marketing version for Latin America. Mexico:    Pearson.

Lickorish L, Jenkins C (2000). An introduction to Tourism. Madrid: Editorial Synthesis.

[Links] Promotion. Retrieved from

Narváez M (2017). Investigation project. Strategic Market Penetration System for the Tourism Agencies Sector: Ortega Viajes Case. Faculty of Administrative Sciences. Career of Marketing and Business Management. Technical University of Ambato. Ecuador.

O'Guinn T, Allen C, Semenik R (2012). Advertising. International Thomson Publishers.

Ramírez P, Sepúlveda Á (2009). Design of market penetration strategies to position the North zone of Santander-Táchira Aldea Mundo. (V. Universidad de los Andes Táchira, Ed.) Scientific Journals of Latin America and the Caribbean, Spain and Portugal. 14 (No. 28):45-52.

Marketing technology for competition (2011). Mexico: Editions Faculty of Administrative Sciences University of Guanajuato.

Pucar (2011), Planificación estratégica e indicadores de desempeño en el ... - Cepal

Russell T, Lane R, Whitehill K (2005). Klepner Advertising. Mexico: Edo de México: Pearson Education.

Sanchez H (2010). “Las redes sociales, la información emotiva y la participación especializada”RevistasCientí

Steohen R (2004). Organizational behavior. Mexico: Pearson - Prentice Hall.

Taddei Bringas C (2006). Market strategies in leading firms in the food industry. Revista Scielo. 14 (28).

Taylor J (1997). Marketing planning a step-by-step guide. Mexico: Prentice Hall.

UCLA (2011). Universidad de los Angeles

Villalobos S. Head of digital marketing de LG. (2014. may. 2014

Related Articles

Bisina Augustine and John Philip Henah
Anthropology of tourism in Nigeria: implication for social studies education
Glo. Adv. Res. J. Manage. Bus. Stud. February 2013 Vol: 2(2): - [Abstract] [Full Text - PDF] (153 KB)
Original Research Articles
Chien Lung Hsu and Chun Hao Chiang
An Activity Based Costing based A Case Study of a Taiwanese Gudeng Precision Company
Glo. Adv. Res. J. Manage. Bus. Stud. October 2014 Vol: 3(10): - [Abstract] [Full Text - PDF] (244 KB)
Abolfazl Tajzadeh Namin And Nastaran Malekzadeh
The Relationships among Investment in Workplace Learning Organizational Perspective on Human Resource Development Organizational outcomes of Workplace Learning and Organizational Performance
Glo. Adv. Res. J. Manage. Bus. Stud. July 2014 Vol: 3(7): - [Abstract] [Full Text - PDF] (1,569 KB)
Mukhtar, La Hatani, Achmad Selamet Aku, Deki Zulkarnain, Dasmin Sidu, La Ode Geo, and La Ode Santiaji Bande
Development of Economic Potential an integrated coconut processing to Improve Welfare coconut farmers society in North Buton Regency
Glo. Adv. Res. J. Manage. Bus. Stud. November 2015 Vol: 4(11): - [Abstract] [Full Text - PDF] (167 KB)
Sunny R Igwe and Tamunoiyowuna Mathias
Sales Force Training Methods and Sales Performance of Insurance Firms in Rivers State
Glo. Adv. Res. J. Manage. Bus. Stud. May 2016 Vol: 5(5): - [Abstract] [Full Text - PDF] (312 KB)
Dawit Tsegaye, Tadesse Dessalegn, Ahmed Yimam and Minilek Kefale
Extent of Rural Women Participation and Decision Making in Seed Production Activities
Glo. Adv. Res. J. Manage. Bus. Stud. September 2012 Vol: 1(7): - [Abstract] [Full Text - PDF] (118 KB)

Current Issue

Viewing Options

View Full Article - PDF
Download Full Article - PDF

Search for Articles

Rodrigo Fern on Google Scholar
Rodrigo Fern on Pubmed
o Mir on Google Scholar
o Mir on Pubmed
a López on Google Scholar
a López on Pubmed
Elías David Caisa Yucailla on Google Scholar
Elías David Caisa Yucailla on Pubmed
Adolfo Ricardo Guamán Guevara on Google Scholar
Adolfo Ricardo Guamán Guevara on Pubmed
Gabriel Arturo Pazmiño Solys on Google Scholar
Gabriel Arturo Pazmiño Solys on Pubmed
Liliana Elizabeth González Garcés on Google Scholar
Liliana Elizabeth González Garcés on Pubmed
Luz Maribel Vallejo Chávez on Google Scholar
Luz Maribel Vallejo Chávez on Pubmed


Viewed 1810
Printed 236
Downloaded 1006
Powered By iPortal Works