Resumen

FERNANDEZ, Gladys  y  NARVAEZ, Mercy. Consideraciones estratégicas de mercadeo para la pequeña y mediana empresa del sector de alojamiento turístico de la Península de Paraguaná. Revista de Ciencias Sociales [online]. 2006, vol.12, n.3, pp.563-580. ISSN 1315-9518.

The purpose of this article is to propose marketing strategies for small and medium-sized businesses in the tourist services sector located on the Paraguaná Peninsula, in the State of Falcón, as they constitute a key factor for the region’s development. To achieve this, descriptive methodology was used with a non-experimental fieldwork design. The population consisted of the sector’s small and medium-sized businesses mentioned in a study dedicated to lodging activities and registered with the Free Zone Customs Regime; a total of eighteen companies were represented. Results permitted the formulation of marketing strategies classified into the following categories: modification of existing services, fixing of discount prices, attraction and intensive distribution. It was concluded that the small and medium-sized businesses which were the object of investigation have internal resources identified as strengths, such as directive capacity, human talent and competitive capacity. These resources, along with the strategies outlined in this study, will permit strategic guidance of these companies toward their objectives, which will contribute to the development of this sector and consequently, to the development of the Paraguaná region.

Palabras clave : Marketing strategies; small and medium businesses; tourist services sector; lodging; strategic guidance.

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