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MARKET RESEARCH PROJECT

LISSETTE PAVILION

SENA
CARIBBEAN ZONE
SAN ANDRES REGIONAL
CENTRE FOR TOURIST TRAINING, SEAFARERS AND SERVICES
 2020
INTRODUCTION
Travel On, is a company dedicated to offering tourist plans in the Colombian
territory which are available through various technological platforms of mobile
devices aimed at all people, as we have a proposal for social integration
through the use of different technological structures including people who have
been violated and marginalized their rights, among which are people with visual
and hearing disabilities to make their lives more autonomous and to know the
cultural diversities of our Colombian territory.
1 OVERALL GOAL

Design a mobile application capable of managing and providing specific tourist

information in the regions of Colombia and make strategic alliances that allow
us to create a valuable relationship with customers.

1.1 SPECIFIC OBJECTIVES

 Create an application as a tool to promote tourism in the regions of
Colombia.
 To provide reliable and concrete tourism data by providing information
about the desired destination.
 Encourage the volume of domestic tourism.
 To strengthen the regions of Colombia as a tourist destination
generating economic activity.
 Create a web portal for the registration and maintenance of each of the
tourist sites.
 2. MARKET RESEARCH

Collection of information

The data collection plan consists of two stages; the first consists of collecting
information from different search engines and specialized portals such as DIAN,
economic bulletins, documentary magazines, which will allow us to identify
market behavior; tourism trends in terms of activities, sites, and outstanding
establishments, among others. On the other hand, the revision of the legal
framework will guide us in the development of our mission, nourishing the chain
of value of the organization, avoiding the breach of norms that affect our
corporate image.

After collecting the information, the second stage begins, which consists of
designing a semi-structured survey, which will be composed of two segments.
The first one is made up of dichotomous reagents (Yes or No) that would allow
us to identify trends and preferences on the part of the users.

The part will be politomic reagents that will allow us to identify frequencies and
obtain more detailed information that will provide information of interest to
different users that will allow us to give feedback to our customers in order to
make a synergy and make strategic alliances that allow us to create a valuable
relationship with customers.
3. MARKET DIAGNOSIS
STRENGTHS
 Better service experiences
because people don't have to
stand in long lines at travel
agencies
 Personalized attention for
people with visual and hearing
disabilities
 Inclusive and compatible with
different mobile platforms
 Working group facility for
adaptation to change.
 User-friendly and accessible
tourism guide
THREATS
 Few measures of accessibility
in the environment that allows
the citizen participation of
people in condition of
disability.
 Immigration policy failures
 Social problems, (crime,
armed conflict, displacement)
4. IDENTIFICATION OF THE PRODUCT OR SERVICE
WEAKNESSES
 Lack of knowledge about
tourism in the country
 Economic sector with low
participation in the country's
GDP.
 Little knowledge of the market
 Traditional application
development (Non-inclusive)
OPPORTUNITIES
 Increased interest in
experiential tourism
(experience-based)
 Availability of project
investment from the Ministry of
ICT
 International mobility to the
country.
TRAVEL ON is a new tourism application that offers a service dedicated to the
supply of tourism plans in the Colombian territory which are available through
various technological platforms of mobile devices aimed at all people, since we
have a proposal for social integration through the use of different technological
structures including people who have been violated and marginalized their
rights, among which people with visual and hearing disabilities stand out so that
their lives are more autonomous and they know the cultural diversities of our
Colombian territory.

5. MARKET SEGMENTATION
As TRAVEL ON is a new tourism application, you must be careful to know
which population to reach, for this reason the market segmentation is done in
which a part of the market is selected according to its location.
5.1 GEOGRAPHICAL SEGMENTATION: According to the location, the city of
Bogota is chosen as the administrative headquarters since Bogota being the
capital district is included as the largest city in Colombia and is one of the most
important urban centers in Latin America. It is located in the central mountain
range of the Andes on the Cundiboyacan Altiplano and has a total area of 1.636
square kilometers including 414 square meters of urban area and 1,222 square
kilometers of rural area, also borders on the north with the municipality of Chia,
west with the Bogota River and the municipalities of Arbelaez, Cabrera, Cota,
Funza, Mosquera, Pasca, San Bernardo, Sibate, Soacha and Venice, the limits
on the south side of the capital district border the municipalities of Calera,
Chipaque, Choachi, Gutierrez and Ubaque.
POPULATION: According to the 2018 National Census conducted by DANE, it
was determined that there are 7'150.000 people in Bogotá.
CLIMATE: Bogotá, summers are comfortable and cloudy and winters are short,
cool, wet and mostly cloudy. Throughout the year, the temperature generally
varies from 7°C to 19°C and rarely drops below 3°C or rises above 21°C.
Based on the tourism score, the best times of the year to visit Bogotá for hot
weather activities are from the end of May to the end of September and from
the beginning of December to the end of February.
5.2 DEMOGRAPHIC SEGMENTATION: The aim is to cover the people who
live in and come to the city of Bogotá, which, according to the 2018 National
Census carried out by DANE, was determined to be 7'150,000 people in Bogotá
and according to figures from the Bogotá mayor's office, a total of 1'507,891
people. This figure is that of 2017 which is one of the highest in the last four
years. The target market which Travel on App focuses on is men and women
between 18 and 50 years old, who reside or arrive in Bogota, who have a
mobile device with internet access whether they use the IOS or Android
operating platforms and who like to travel.
5.3 PSYCHOGRAPHIC SEGMENTATION: The aim is to facilitate access to
people who have a minimum wage and who want to enjoy their holidays and
weekends, getting to know different places in the country with the complete
security of feeling satisfied with the product acquired and most importantly
within the reach of the population as it offers plans at short distances for very
low prices.
5.4 DRIVING SEGMENTATION: It is intended that there is easy access to
tourism programs at any time of year, through an application that allows you to
explore about the desired destination, our brand makes a difference in the
market because it offers a high quality of service, which provides security and
confidence, its use is frequent because in any season is good to schedule a
nice vacation in different destinations.

OBJECT MARKET
Travel On is developed for those people who want to make a trip to different
destinations in the country, offering the best options, at a lower cost and
excellent service
PROJECT MARKETING
Travel on, is one of the first travel applications in Colombia designed to explore
and book vacations that help and sustain the environment while being socially
responsible at Colombian tourist sites. Travel On integrally offers the best
selection of tourist destinations throughout the country providing very
economical activities to short distance destinations, extreme activities, tours,
vegan and vegetarian cuisine and economical selection of the means of
transportation in a totally user friendly application.
This application brings together two major trends in the tourism industry: Eco-
tourism and booking on mobile devices. Using the application helps all tourists
looking for this type of travel to plan, organize and make their trips to areas where
they will have direct contact with nature.

6. PARTICULAR CHARACTERISTICS OF THE PRODUCT OR SERVICE

TO BE TAKEN INTO ACCOUNT IN THE PACKAGING
The product is a mobile application that acts as a digital agenda, easy to access
and use, in which the public can find a wide range of tourism plans available to
their economy and for the whole family.
Characteristics of the application.
 Language in Spanish and English.
 Reservation of transport by the means and with the company that the
person wishes.
 Reservation of lodging according to the sites offered, taking into account
that they are economic lodgings close to the trips, extreme activities and
ecological tours.
 Backup of information totally transparent to the user.
 It has a personal agenda to program, schedule and alert the selected
activities.
 Recommendations and suggestions in real time.
 Reservation of activities, tours and trips.
 App usage discounts

7. PACKAGING DESIGN PROPOSAL

For the packaging, variations were shown in terms of the shape of the
package, also with different graphics related to tourism in the digital world.
Red was used as the main color, since it is a color that transmits security,
success, stimulates activities that recover the desire to live in contrast with
white, which is considered the strongest color of all, since in spite of not
having a striking, attractive or imposing tone, it has characteristics that have
a positive influence on people and surroundings that are full of this color; its
naturalness allows it to represent aspects of life that are highly valued in
society and culture, since it is attributed with religious elements, which are
valued by people, because of their meaning. According to the above as you
can see in the menu is very easy to identify by its bright color, in the menu
has a button that directs to the sub-menus that contain besides the Name
animated images to be much more agile your experience. Below is the
proposal that correspond to the packaging.

8. JUSTIFICATION

Taking into account that it represents an enormous potential for the

development and progress for the future of the regions, the project proposes a
mobile application that allows to choose a tourist destination with the facility of
knowing in advance the services that it can offer and the activities that the
tourist can carry out in the chosen destination.

The development of this project is based on the usefulness that represents

today the use of mobile applications and how it can contribute to the
development of tourism.

CONCLUSIONS

The needs of the tourism sector require advances in technological aspects. The
aim is to boost tourism in Colombia. To this end, the government provides facilities
and incentives to achieve this goal. One of the easiest ways is through the
development of digital platforms that allow direct contact with the client and provide
facilities to obtain tourism services. The objective of Ecotravel App is to promote
ecological tourism in Colombia through the use of digital platforms covering mainly
the Andean region. To do this, it offers reservation facilities allowing the client to
plan and form the trip as he wishes.

The competitors that offer digital platforms for the tourism sector have a large
market share, however most of them offer tourist packages which do not allow the
customer to have the ability to assemble their travel plan as they wish. The added
value of Ecotravel App is that the person is not tied to the means of transport,
accommodation or activities, but has free will to choose what he wants to travel,
where he wants to stay and what activities he wants to do.