MARKETING STRATEGIES WITH A SOCIAL PERSPECTIVE FOR THE VILLAGE OF EL ENCANO

The village of El Encano is located in the department of Narino, municipality of Pasto, in it is located the Laguna de la Cocha, considered one of the most beautiful natural sanctuaries of water and energy; its inhabitants live from tourism hence the importance of conducting a research that allows making a marketing plan, for this it is necessary to have a theoretical basis focused on what is a marketing plan and specifically tourism marketing. This study is ongoing and started in 2020 and is projected to be completed in February 2022, of descriptive type, with methodological and epistemological approach structured from positivism has as its target population the potential customers, which taking into account the health emergency caused by the Covid-2019 are the inhabitants of the city of Pasto, given its proximity and ease to reach the township. The tourist products that can be offered, the tastes and needs of the clients are presented, that is to say, what they look for when they visit, adding strategies taking into account the marketing variables. It is concluded that there is potential since El Encano's tourism products have a wide market segment to satisfy.