Estudio de factibilidad de un producto turístico en la comunidad La Esperanza, parroquia Pilahuin, cantón Ambato, provincia de Tungurahua.

Abstract

The present investigation proposes: to determine the feasibility of a tourist product for the La Esperanza community, Pilahuin parish, Ambato canton, Tungurahua province; from a commercial, technical-productive, legal-administrative, environmental and economic financial study, through the collection of primary, secondary and participatory workshops with the population of the community; In the first instance, the analysis of the current situation of the community and the hierarchy of tourist attractions was carried out, then along with the population, the alternatives of tourist products were evaluated, once the winning alternative was obtained, the market study was carried out through surveys applied to national and foreign tourists, in addition the analysis of the competences with which the unsatisfied demand and the objective demand was obtaincd, subsequently the marketing plan, itinerary design, interpretive script and route map were worked on, for the environmental study the Leopold matrix was used in which the positive, negative impacts were evidenced and the respective mitigation measures were established, in the administrative legal scope was determined the creation of a popular economic unit as the best form of association for the community, in the financial economic analysis the project reaches an internal rate of return of 28% versus 6%, a net present valuc of S 155,602, a benefit-cost ratio of $ 1.95 and the capital recovery period is between the fourth and fifth year, which indicates that the present project is economically and financially profitable, and from the environmental point of view the project is already viable that will not cause major environmental impacts.