Diseño de un producto turístico de la comunidad Pachancho y su entorno en el cantón Guaranda, provincia de Bolívar dentro de la Reserva de Producción de Fauna Chimborazo.

Abstract

The following research proposes: to design a tourism product throughout the Pachancho community and its surroundings located at Guaranda canton, Bolívar province; within Chimborazo province Wildlife Production Reserve; This project consists of three very distinct stages, it is an important situational diagnosis of the territory and inventory of touristic attractions, the preliminary proposal on the creative process of a tourist product through the methodology (Muñoz, 2018). And the feasibility of creating a tourist product. It was determined that there are 11 attractions within which 9 are natural and 2 are cultural, but most tourists visiting the study area are national. 83% of the respondents confirm that they would like to purchase in the community. The two options were subjected through a creative process, the ideas were selected and submitted to be chosen through the offer. The options were submitted to choice of the demand through surveys, the second idea was called Pachancho culture and adventure, the winner consists of two days and one night with everything included, the package will be marketed through Web page, social networks, and advertising spots; all this within the 4 C´s market strategies of the marketing mix (consumer, cost, coexistence, and communication). The tourist product after analyzing the administrative legal part will be constituted under the legal figure of the productive economic unit under the Law of Popular and Solidarity Economy. The project is economically and financially profitable because it has a positive NPV of 45,054.2, an IRR of 15%, its RBC of 1.35, that is, for every dollar invested, a profit of 0.35 cents will be obtained and the PRC is within the fifth year, being favorable investment values.