Diseño y creación de un plan de marketing para realizar turismo comunitario en la localidad del Cauchal, ubicado dentro de la reserva ecológica Cayapas-Mataje en la zona norte de la provincia de Esmeraldas, en el cantón San Lorenzo

This research work proposes the creation of a marketing plan to boost tourism in the San Lorenzo area, specifically in the Cauchal community located in the Ecological Reserve Cayapas - Mataje. Given that the main problem is that there is no established tourism product, establishing the need to design and promote a new alternative tourism with ecological and experiential approach, analyzing the trend worldwide ecotourism that takes more force, the path is born "Sun and Mangrove ", a tour that focuses on the vulnerable population including the Cauchal, where members looking for a sustainable income source, that allows to improve their quality of life while conserving natural resources, creating environmental awareness and other hand them to invite the world to know Afro- Ecuadorian culture, rich in history, folklore, music, traditions, festivals , myths and gastronomy. This project was created in order to enable visitors to know the habits of life of a fighter and hardworking people who have preserved their ancestral knowledge. Additionally, the product has a natural basis, leveraging the diversity of fauna and flora that has the mangrove and the extraordinary attractions that can be visited during the tour, accompanied by complementary activities that will make this visit an enriching and unforgettable. The project is divided into five stages, beginning with an analysis of the birth and development of community tourism in the country, focusing mainly on the problems of this kind on the coast. In the second stage, the characterization of the study area in the geographical, environmental, socio- cultural, economic and tourism components. In the third stage analyzes the current situation of the sector to supply and demand, and market behavior. In the fourth stage raises the idea, designing the product, the costs and strategies to market the same. The fifth and last chapter deals with the conclusions and recommendations.