UNIVERSITY OF EL SALVADOR

DEPARMENT OF CIENCES AND HUMANITYS

SCHOOL OF FOREING LANGUAGE

TOURISM SPECIALIZATION COURSE

STUDENT’S NAME: Freydel Aldemaro Castillo Villarán CV11045

Manuel De Jesús Ayala Henríquez. AH13039

TEACHER’S NAME:

Francisca Hortensia

ACTIVITY:

FINAL WORK

CITY OF UNIVERSITY, 30 SEPTEMBER, 2022

INDEX
INTRODUCTION..................................................................................................................................3
THEORETICAL FRAMEWORK...............................................................................................................4
HISTORY OF TOURISM IN EL SALVADOR.........................................................................................4
SUSTAINABLE DEVELOPMENT POLICIES IN EL SALVADOR..............................................................8
THE NATURAL RESOURCES FOUND WHERE YOU ARE....................................................................9
CULTURAL IDENTITY, IDEOSYNCRASY, MYTHS, LEGENDS, RELIGIOUS TRADITIONS, HOLIDAYS
AND CUISINE................................................................................................................................10
THE DAY OF THE DEAD AND HOLY WEEK.....................................................................................13
THE SHIELD OF THE DEPARTMENT OF LA LIBERTAD.....................................................................15
FLAG OF THE DEPARTMENT LA LIBERTAD....................................................................................16
ECONOMY OF LA LIBERTAD DEPARTMENT..................................................................................17
STRATEGIC PLAN OF THE TOURIST PRODUCT..................................................................................21
DEFINITION OF QUALITY OF A PRODUCT.....................................................................................21
CUSTOMER MANAGEMENT.........................................................................................................21
TOURIST PRODUCT QUALITY........................................................................................................22
STRATEGIC PLAN..........................................................................................................................22
MARKETING STRATEGIES..............................................................................................................23
POSITIONING OR BRANDING STRATEGY.......................................................................................23
FUNCTIONAL STRATEGY...............................................................................................................23
PORTFOLIO STRATEGY..................................................................................................................23
BIBLIOGRAFIA...................................................................................................................................24
INTRODUCTION
This information basically contains details of a tourist service which is a beach hotel

to provide the best care that a hotel and how people should receive visits to places like

these, people do it in order to spend a pleasant time and forget about many things that keep

them stressed, exhausted and thus retake new energies.

A hotel must be a place that fills different characteristics in order to satisfy the

primary needs of its customers. The characteristics are the following: exclusive rooms,

water sports, bars, sushi, massages on the beach, etc.

“The choice of accommodation plays a key role in the success of any trip. A hotel

that meets our expectations will undoubtedly contribute to our personal satisfaction.

Beyond the category, what we expect from an establishment is that the services for which

we have paid meet quality standards. And it is that sleep eats an important part of our

budget. A study carried out by the Eurostar’s chain has determined that a good rest and the

comfort of a home are the factors most valued by guests when they stay at a hotel.”

(LAVANGUARDIA, 2018)

"El Pulgarcito de America" This hotel will be located in a beach area of El Salvador

and which is family-oriented since that is the main objective that can be visited by complete

families, but in cases they can only be parts of families as parents of families, brothers, and

complete families with children.

In addition to serving as a main source of work for a certain percentage of people

and of course located within an age range that are generally people between 25-50 years old

who will be the care, maintenance and support team of the entire hotel.
THEORETICAL FRAMEWORK
HISTORY OF TOURISM IN EL SALVADOR
The first initiative to promote tourism in El Salvador took place in 1924, under the

Government of President Alfonso Quiñones Molina, with the creation of the Board of

Tourism and Agricultural and Industrial Propaganda, which had as its objective promote

domestic and foreign tourism. In 1946, the Department National Tourism as a section of the

Ministry of Foreign Affairs.

The 1960s are taken as the modern era of tourism development in El Salvador;

tourism is systematically thought about and some official instances are created for your

promotion. In 1961, the Salvadoran Tourism Institute (ISTU) was created as a governing

government. Its main attributions were the elaboration of projects for the promotion and

development of the sector, the regulation of company’s tourism, heritage management and

regular reporting on the evolution of the sector. Monitoring of the sector has been

facilitated since 1968, when the ISTU started publishing detailed statistical bulletins on the

flow of tourists to El Salvador.

The creation of the institutional framework was reinforced with the issuance of the

Law on Promotion of the Tourist Industry in 1967, which provided fiscal incentives to

companies that benefit from the national tourism system. The first initiative to promote

tourism in El Salvador took place in 1924, under the Government of President Alfonso

Quiñones Molina, with the creation of the Tourism Board and Agricultural and Industrial

Propaganda, which had the objective of promoting tourism national and foreign. In 1946,

the National Department of Tourism was created as a section of the Ministry of Foreign

Affairs. The 60s are taken as the modern era of tourism development in El Salvador; is

thought systematically in tourism and some official instances are created for its promotion.
In 1961 the Salvadoran Institute of Tourism (ISTU) was created as a government agency

rector its main attributions were the elaboration of projects for the promotion and

development of the sector, the regulation of tourist companies, the management of heritage

and the presentation of regular reports on the evolution of the sector.

Monitoring of the sector has been facilitated since 1968, when the ISTU began

publishing detailed statistical bulletins on the flow of tourists to El Salvador. The

conformation of the institutional framework was reinforced with the issuance of the Law of

Promotion of the Tourist Industry in 1967, which provided fiscal incentives to companies

that benefit from the national tourism system. The panorama the financial situation also

improved for the industry, with the opening of lines of credit to promote tourism

investment. The Bank's Economic Development Fund 16 Central de Reserve, created in

1966, contemplated the granting of credits to tourism infrastructure construction projects.

However, the impact of these policies does not seem to have been very significant: by 1969

there were only 320 rooms available (Hotel El Salvador Intercontinental, 210; Gran Hotel

San Salvador, 90 and Parker House, 20).

The decade of the 70s these have been considered the golden years of tourism in El

Salvador, with an economic and political life characterized by a relative stability. Two

factors drove the development of hotel infrastructure: First, the motivation of the private

initiative when identifying the profitability of this type of investments; second, tax

incentives and credit facilities granted to the sector. In 1979, it was the beginning of the

political crisis and the climate of violence that led to the outbreak of war a year later. In that

period the disappearances and murders increased and some men of businesses were

hijacked by leftist military organizations (as was the case of the president of the ISTU, Mr.
Roberto Poma). The international press spread the image of belligerence and the country

was declared dangerous for tourists. This is how the influx of travelers was reduced to the

levels of seven years behind; in 1980 the lowest quota of visitors was reached in 15 years.

The financial outlook also improved for the industry, with the opening of lines of credit to

promote tourism investment. The Economic Development Fund of the Central Reserve

Bank 16, created in 1966, contemplated the granting credits to tourism infrastructure

construction projects. However, the impact of these policies does not seem to have been

very significant: by 1969 there were only 320 rooms available (Hotel El Salvador

Intercontinental, 210; Gran Hotel San Salvador, 90 and Parker House, 20).

The decade of the 70's these have been considered the golden years of tourism in El

Salvador, with a life economic and political economy characterized by relative stability.

Two factors promoted the development of the hotel infrastructure: first, the motivation of

the private initiative when identifying the profitability of this type of investment; second,

tax incentives and credit facilities granted to the sector.

In 1979, it was the beginning of the political crisis and the climate of violence that

led to the outbreak of war a year later. In that period disappearances and murders increased

and some businessmen were kidnapped by leftist military organizations (such was the case

of the president of the ISTU, Mr. Roberto Poma). The international press spread the image

of belligerence and the country was declared dangerous for tourists. It is just as the influx

of travelers was reduced to the levels of seven years ago; in 1980 the lowest quota of

visitors was reached in 15 years. Tourism is defined as the activities carried out by people

during their trips and stays in places other than their usual environment, for a period of

consecutive time less than one year for leisure, business and business-driven purposes for
other reasons. It can be classified in various ways, each of them oriented to a specific need

and can even be identified based on of more than one of its characteristics Tourism is a

sector whose importance in the economy has increased steadily over the past decade, as has

competition and need to respond to changes that affect you.

The development of this sector produces necessary income for the different entities

that are part of that exercise. The development of the tourism industry is characterized by a

high generation of jobs, since it uses large amounts of labor, both in the construction of

basic infrastructure, hotels, and commercial areas, such as in the operation and maintenance

of these, guaranteeing that the benefits remain at the local level, and at the same time

allows raising the standard of living of large segments of the population from diverse

socioeconomic strata. The tourism industry is absolutely strategic for a country. In the case

of the Salvador we have that this sector produces the economy 550 million dollars; in

addition to that, it produces multiplier effects on employment, prepares a supply of

infrastructure and investment through the small and medium and micro business.

The indicator tells me that for every dollar that is invested in the public sector, 2.5

times the private sector invests and produces an image in the country that generates

confidence at the international level and produces flows both external and internal

migration that establish new conditions for the contribution of the Gross Domestic Product

(GDP). That is why tourism is strategic, because it affects the life and condition of the

people who, by producing the economy generates a dynamic of income and that income

facilitates spending and consumption of the population.

SUSTAINABLE DEVELOPMENT POLICIES IN EL SALVADOR
The United Nations System signed with the Government of El Salvador the

Framework of Cooperation for Sustainable Development 2022-2026 that it raises in its 3

strategic priorities and 7 development effects, planning for momentum of the SDGs in the

country. The policies and regulations that make up the Governance and Sustainability

System aim to guarantee the alignment of all the Group's actions with its purpose, that is, to

continue building, each day and in collaboration, a more electric, healthy and accessible

energy model The El Salvador Sustainable Plan assumes the vision of conservation and

restoration of nature with the challenge of finding a formula that promotes economic and

social development in harmony with nature.

THE NATURAL RESOURCES FOUND WHERE YOU ARE

LOCATED OUR PRODUCT:

 SAND

 WATER

 ELECTRIC POWER

 TREES

 FLOORS

 ANIMALS

 SOLAR ENERGY

 FLOWERS

 TROPICAL CLIMATE

 WOOD
  TIDES

CULTURAL IDENTITY, IDEOSYNCRASY, MYTHS, LEGENDS, RELIGIOUS

TRADITIONS, HOLIDAYS AND CUISINE.

Its limits are: to the north, it borders the department of Chalatenango. To the East, it

limits with the capital of the country, that is, with San Salvador. For its southeastern part, it

limits with the Department of Santa Ana. The official language of the region is Spanish.

Although there are some traces of their native language.

 The Pipil language It is one of the autochthonous languages that is dominated by a

minority of the natives. But much of its originality has been lost and a new dialect has

emerged as a product of Salvadoran idioms, Pipil and Castilian. This hodgepodge is only

used by the common people, and never by an educated person or one who holds any public

office. However, it is public knowledge at least the name of the different languages spoken

by the primitive Indians. Among them we can remember: the Chorotega, the Cacaopera, the

Chortí, the Xinca, the Lenca, and the Pocomam. Only a few very old people master these

indigenous languages. But the teaching of these languages in schools is not compulsory, as

is English and Spanish.

 For the arrival of the Spaniards, the primitives also dominated writing. But of this

only hieroglyphics remain on the crafts or in some murals. History of the Department of La

Libertad It was founded on January 28, 1865. This department houses some legacies that

date back to the time of its primitive inhabitants, the Lencas. We can see some pre-Hispanic

ruins and several buildings dating from the colonial era. The foundation of this department

was carried out by the then President of the Republic, José María de San Martín under the

name of Nueva San Salvador, on August 8, 1854. Later it would be changed to La Libertad

department. The foundation of this department was made with the deliberate intention of

turning it into the capital city of El Salvador; since San Salvador had been almost

completely destroyed by a great earthquake. Later these plans were aborted by the

government.
 Culture of the Department of La Libertad Its culture is basically the same as that of

the other departments of El Salvador. In this place you feel the popular expression of a

town, where it is revealed; customs, traditions and beliefs, including music, religious

manifestations, dances and all kinds of cultural activities. Within the cultural manifestations

of the Department of La Libertad in El Salvador, we can mention the following: Traditional

way of dressing

Women's clothing is very varied. In all of them, the very bright colors and the

possession of a shawl, a scapular, a cloth on the head stand out, and the skirts and blouses

are made of cotton fabric. As footwear they use sandals. In the case of men, their clothing is

also made of cotton, or in any case the pants are replaced by a jean. As footwear they can

use espadrilles or boots, and a rural hat. These costumes, both male and female, are used to

make the different representations. So, commonly the whole town is dressed like this unless

they are wearing normal dress or office clothes. Among the most common dances, we can

mention "El Torito Pinto" and "Las Carboneras" Dance of the Old Men with Masks We can

name among the dances and other dances, the famous "Dance of the Old Men with Masks".

It consists of making dance representations covering the face with masks made of different

colorful materials. With these dances they simulate the different races that coexist in the

nation. The pupusas and gastronomy from the gastronomic point of view, they also have a

lot of variety. Here the pupusas stand out as the most common dish in the region. This dish

is made with corn dough, which is stirred with mozzarella-type cheese. It is accompanied

by a bean puree, which is mixed with pork rinds in a stew made with onion, chives, tomato,

garlic, peppers, salt, and vinegar to taste. Among other gastronomic tips, we have the atol,

which is also made with corn. Little fish and fried yucca with pork another dish is little fish
and fried yucca with pork. In addition to many other delicacies of Salvadoran gastronomy,

it is logical, although inappropriate, to comment that beer is the most common companion

with any of these typical dishes, and although beer is not produced as an endogenous

product, it is highly appreciated by the population. . We cannot fail to mention the divine

torrejas among the variety of desserts that are prepared in the region.

THE DAY OF THE DEAD AND HOLY WEEK

Another of the most common folkloric manifestations is to visit the dead in

November, on All Souls' Day. As well as attending all the religious acts that are prepared

for Holy Week, the processions of each day, where the burial of the Holy Sepulcher and the

procession of the Nazarene stand out. For this occasion, people make carpets with sawdust

or salt to place them along the streets where the sacred image will travel. La Cruz de Mayo

On May 3, they place "La Cruz de Mayo" in the houses, generally in the patios and

decorate it with many flowers and paper of all colors, to dance, sing and pray the holy

rosary around it. Walk along the beaches Going to the beaches is another of the most

common traditions in the region. These walks are organized accompanied by musical

instruments, and they have nightly bonfires where people sing and dance on the sand.

Central American Independence Day In commemoration of Central American

Independence Day, parades with state or school bands are also organized. They tour the

main streets showing off their best performances. Sometimes awards are organized for the

best band, or simply people enjoy them, as well as musical groups that play on the

platforms and squares so that people enjoy dancing. Francisco Gavidia Guandique Among

the most outstanding characters in the literary field, are Francisco Gavidia Guandique. He

was a distinguished writer who was born in this department in 1863 and died in 1955.

Likewise, he stood out as a political scientist, speaker, educator, journalist and translator.
Claudia Lars and Edgardo Alfredo Espino Najarro Claudia Lars, whose real name was

Margarita del Carmen Brannon, is also remembered. She was a great poet and she passed

away on July 22, 1974 at the age of 85. Likewise, Edgardo Alfredo Espino Najarro is also

remembered, of whom several poetic works are preserved. Vicente Alberto Masferrer

Mónico Other illustrious citizens were: Vicente Alberto Masferrer Mónico, teacher,

philosopher and poet. He died on September 4, 1962 at the age of 64,

He leaving several unfinished works, but preserved in the national library of San

Salvador. Roque Antonio Dalton García He was born on May 14, 1935 and died on May

10, 1975. This happened at the young age of 39 in the capital city of San Salvador, from

where he was named illustrious son because this was the hometown. During his lifetime he

traveled to the Soviet Union, which explains his marked tendency towards communism.

National Symbols of the Department of La Libertad Each department of El Salvador has its

own national symbols, which distinguish them from other areas of the country; they are the

following:

THE SHIELD OF THE DEPARTMENT OF LA LIBERTAD

 The coat of arms of the department of La Libertad, is configured by a coat of arms

in a typical way with a royal blue background with the initials S N S, bordering a green

mountain in the center of it. Laurel and hemp leaves are featured on the sides and on the top

left. A lectern with a gold-colored crown is presented. Above the coat of arms is a brick

arch with five towers.

FLAG OF THE DEPARTMENT LA LIBERTAD

Geography of the department of La Libertad The department of La Libertad has a territorial

extension of 112 square kilometers, thus occupying the sixth place in terms of size of the

national territory. It is considered one of the most fertile territories in El Salvador. The

climate that prevails in the region is not constant, since it is divided into three categories

according to altitude. Eighty percent of the territory has a very pleasant climate that is

around 22 ° C. Since it is at a maximum height of about eight hundred meters above sea

level. A second portion is around 20° in temperature with an average altitude of 1,200

meters above sea level, and occupies fifteen percent of its territory. While only five percent

enjoy a rather cold climate, which can reach temperatures of up to fourteen or thirteen

degrees at some times of the year and with a high probability of heavy rains. Its rainfall

annually is on the order of about two thousand millimeters.

ECONOMY OF LA LIBERTAD DEPARTMENT
Its economy is based on agriculture, as it is in almost all the departments of El

Salvador. In its fertile lands are cultivated corn, coffee, cotton, grains, sugar cane, tobacco,

coconut and other palm trees and balsams. The cultivation of coffee has become the main

base of its economy. Since it is not only used for endogenous consumption. Rather, its

grains are exported to other parts of the continent. Some industries are established in this

region, such as metal smelting. Others are dedicated to the elaboration of; soaps, matches,

perfumes, leather, balms, candles, fabrics, rubber, among others. On the other hand, tourism

is also considered one of its biggest sources of income, greatly strengthening the region's

economy. The tourist attraction is based on the beauty of its natural landscapes. There is, of

course, a large number of shops such as restaurants, handicraft sales, beauty salons,

medicine stores and natural products. In the department of La Libertad are “El Palacio
Tecleño” and “Plaza de la Música, where all kinds of events dedicated to city culture and

folklore are held. The Port of Liberty is located in this department, thus honoring its name.

In this port there are several connections by sea and it is here where the sale of handicrafts

from the region proliferates. Population of the Department of La Libertad The information

on the volume of its population for the census carried out in 2007 shows a figure of

122,000 inhabitants. However, by 2010 it already had almost a million inhabitants, which

suggests rapid growth. The department of La Libertad is located in the vicinity of the San

Salvador Volcano. Its demographic density is estimated at about 510,000 inhabitants per

square kilometer. Municipalities of the Department of La Libertad The territorial division is

made up of twenty-two municipalities, which are:

1 Municipality Antiguo Cuscatlán

2 Municipality Chiltiupán

3 Municipality Ciudad Arce

4 Municipality Colón

5 Comasagua Municipality

6 Huizúcar Municipality

7 Jayaque Municipality

8 Jicalapa Municipality

9 La Libertad Municipality

10 Santa Tecla Municipality

11 Nuevo Cuscatlán Municipality

12 San Juan Opico Municipality

13 Quezaltepeque Municipality

14 Sacacoyo Municipality

15 San José Villanueva Municipality

16 San Matías

17 San Pablo Tacachico Municipality

18 Municipality Talnique

19 Tamanique Municipality

20 Teotepeque Municipality

21 Tepecoyo Municipality

22 Zaragoza Municipality

This department is also subdivided into other districts, which are the following: San

Juan Opico, Quezaltepeque and Santa Tecla. What places to visit in La Libertad? The

department of La Libertad is one of the best vacation destinations, as it has a strategic

location within El Salvador; the one that allows you to find all kinds of places. Since it is

surrounded by hotels, hostels, dining rooms, restaurants and even bars; you can easily

spend the night, after a night of healthy fun.

If you visit the region and want to visit the most visited places, we will give you

some recommendations; the first is to visit the Salvadoran coasts. Places, where you can fill
your day with fun, from sunbathing to practicing some water or beach sport; all this while

enjoying the good gastronomy of the region, we are talking not only about seafood, but also

about typical foods. You only have to choose between the following beaches: Las Flores, El

Tunco, El Sunzal, El Zonte, Mizata, La Perla; If the options are not enough, you can also

take a walk through San Diego, El Palmarcito, San Blas, El Obispo, Majahual, Taquillo and

Toluca. As you can see, you have a lot to choose from; In case you do not like the waters of

the sea, you can take a natural tour. Which will take you to the San Salvador volcano,

where you will observe beautiful vegetation. Other places to visit in La Libertad If you

thought that the tourist journey had ended, then you were wrong; Well, long walks and

plenty of oxygenated air await you in Walter Deininger National Park. Another space that

awaits you with open arms, where you will find fresh air and tranquility, is the El Espino

Eco Park; ideal for practicing mountain sports. Practice that you will carry out, only if you

are a nature lover; however, we have more places to visit, in case this is not enough for you.

When we like to expand our knowledge about the first American civilizations; It is

recommended to visit the Archaeological Parks of El Salvador. Within the La Libertad

department we will find 2 of them; We are talking about Joya de Cerén and San Andrés,

there we will visit a Mayan village. In addition, to know how its inhabitants developed on a

day-to-day basis; The archaeological evidence is extensive.

STRATEGIC PLAN OF THE TOURIST PRODUCT
DEFINITION OF QUALITY OF A PRODUCT
The hotel product is a set of material, technical, human, information, time and other

factors of the hotel activity to provide customers with goods that have certain consumer

properties and are capable of satisfying their needs.

The hotel product is made up of the set of goods and services that are offered in the

market, for material and spiritual comfort, individually or in a very wide range of

combinations resulting from the needs and desires of the consumer we call tourist. For

Lambin (1995) a product, or a brand from the point of view of the buyer can be defined as a

specific set of attributes that it brings to the buyer, not only the basic service of the product

class, but also a set of secondary or added services, which constitute distinctive elements,

susceptible to influence buyer preferences. All these services provided constitutes an

"attribute set" of which the components will be described here. (Lambin, EL PRODUCTO

HOTELERO , 1995, pág. 3)

CUSTOMER MANAGEMENT
Customer management includes all those strategies and techniques that a company

carries out to manage relationships and interactions with customers, both potential and

existing. It supposes, therefore, directing the resources and processes available to the

business at the service of the client -contact, streamlining processes, profitability, etc.-,

who, after all, is the one that sustains the viability of the company with your purchase or

contracting of goods or services.

 Being, therefore, a fundamental activity for the performance of the company,

customer management is usually located, both in SMEs and in large companies, at the

center of business priorities and different departments are involved in it.

TOURIST PRODUCT QUALITY

my service product consists of a hostel which will include different rooms to stay

either for one person or more up to a certain limit, also add that it will be a place for the

exclusive use of clients and no one else is allowed to enter the place, adding that for each

room it will have its parking space for each room enabling them to park a car.

It will be kept clean at all times in order to comply with the hygiene and health laws

required by customers. They will also be served with fresh and quality food so that

customers are satisfied with the good service received.

STRATEGIC PLAN
In order to keep our clients and attract our clients, we will do different activities.

First, we will conduct an interview to find out what the customers like or not, so that

they can explain to us what they think is very good in order to maintain the same service

and improve it if possible even more, so in the same way, to know what things do not seem

to them either to improve it or to change the ideas for others that seem better or the client

requests them.

Second, we will find a way to promote our service product either on TV in small

ads, on the internet or even in the newspapers.

 MARKETING STRATEGIES.
Marketing strategies are the way to increase the sales of a company, but they also

help us to meet multiple objectives before reaching the sale (increase the recognition of

your brand) and after closing it (customer loyalty).

Marketing strategies are the plans you will follow to create sales opportunities for

your business. It is the roadmap on which you will trace the path to the fulfillment of the

objectives of your marketing department (whether it is to obtain leads, increase the

visibility of your brand, open your company to other markets, retain customers or any other

objective that you have determined.) segmentation strategy A segmented marketing

strategy will allow you to divide and focus your campaigns on a certain audience or certain

segments of people. (Muelas, 2020, pág. 1)

POSITIONING OR BRANDING STRATEGY

The ultimate goal of positioning marketing strategies is to draw the brand image that

we have defined in the consumer's mind. Make the user know us and identify us with a

brand and that brand with a specific style and values.

FUNCTIONAL STRATEGY
It is the mixture of 4 marketing variables to achieve the commercial objectives. The

company must maintain consistency between the 4 variables for its marketing strategy to be

a success.

PORTFOLIO STRATEGY
It consists of reducing the costs of your marketing strategies by also reducing the

number of products in your portfolio that you are trying to publicize. You will announce the

products that bring you the most benefits instead of your entire range of products in order to

market the most profitable ones.

BIBLIOGRAFIA
https://www.cepal.org/sites/default/files/events/files/el_salvador_0.pdf

https://wikisivar.com/departamento-la-libertad/

Lambien. (1995). EL PRODUCTO HOTELERO . Obtenido de Revista .

Muelas, C. (26 de 08 de 2020). Aplazame .