Plan de marketing turístico para el cantón Colta provincia de Chimborazo.

Abstract

This project proposes the development of a tourism marketing plan for the Colta canton located in the province of Chimborazo, by the means of collecting primary, secondary and field information. An internal and external analysis of the canton was carried out, obtaining factual information about the tourist offer it has. For the market-study, it was divided into two markets, the influx of tourists who annually visit the canton being about 119,421 visitors and the economically-active population of the city of Riobamba with a universe of 86,960. The marketing plan is based on 2 tour packages, the first one is in the cultural field and consists of a nocturnal tour by the colonial churches that the canton owns and the second one is based on the natural experiential field including community tourism in the San Martín Alto community. For the implementation of this marketing plan, a budget of $ 59,337 was estimated that includes the hiring of staff, implementation of a tourist information center, cost of lighting the churches path, tourist signage, advertising plan and training to restaurants proprietors as well as guides. These will be managed through the cantonal GAD and non-governmental organizations interested in tourism development. To capture the attention of tourists, it was applied promotional and advertising strategies through the marketing mix which included product, price, place and promotion. It is concluded that the Colta canton preserves an important tourism potential, since there are attractions that have transcended over the years; and, according to the market acceptance, the execution of a marketing plan will favor the strengthening of the tourism activity and will allow to achieve a good social-economic development and well living of the local population.

Keywords: Tourism Marketing Plan, Tourism Offer, Tourism Potential, Tourist Attractions.