Aproximación a una gerencia de marketing para el desarrollo sustentable del turismo en Venezuela

Abstract

Based on the marketing theories and applied management there is a theoretical model of differentiation and positioning of the municipality of Caroni as an ideal tourist town in the vision of the tour operators, artisans and other tourist service providers in this municipality; they will serve as grounds for the State in formulating the policies in this sector. Methodologically, it starts with the state of the art specialists’ bibliographic revision of the behavioral patterns and decision making in marketing as well as some theoretical applications of marketing and applied management. By using systematic criteria, the model’s predictors are formed by Marketing variables: Perceived Risk, Trust, Attitude and Intention, and some objective, subjective and organizational decision variables that by being measured through the empirical referents of these social stakeholders ratify the existence of a flow of information that through the constructs of perception penetrate and become learning constructs instilling the respondent to rather invest in the municipality of Caroni. Finally, it is established that the use or applicability of this theoretical-scientific model that would shape the vision of the social stakeholders in question will depend on the importance and procedural value given by the State planners since every effort made by the Higher education Institutions in promoting development demands commitment from all government authorities.