Estrategias de City Marketing para fortalecer la imagen del Gobierno Autónomo Descentralizado Municipal del cantón Riobamba

Abstract

The present work based its development on the generation of city marketing strategies to strengthen the image of Gobierno Autónomo Descentralizado del Cantón Riobamba. To achieve these goals, several research methods were used, being of a qualitative nature because each of the social, economic and productive components of the Riobamba Developmnet and Land Management Plan were described in order to generate a diagnosis that made it possible to know the current situation of the city, likewise, was quantitative according to the data collected with the application of interviews and personalities that are within the productive, economic, political and administrative sectors of the city, with all the elements and information raised a methodology was used analytical that allowed to delimited the priority factors or of great importance that the city has. With the result of the situational diagnosis and the interviews, the attributes of the city were delimited, existing potential at an educational, cultural, tourist and connectivity level; thus defining four products denominated: “Riobamba,ecological and natural tourism” ; “Riobamba, university city par excellence”; “Riobamba , magical and cultural”, “Riobamba connects to Ecuador”, each one structured with its objective, and budget; focused on the increase of management and operational strategies of the GAD Municipal of the city. Riobamba has several attributes, which can be exploited in a sustainable way, these strategies can be applied proposals by the competent authorities as an alternative for the consolidation of the image of the city of Riobamba to a national and international level.