Plan de marketing turístico para potenciar los atractivos turísticos de la parroquia La Magdalena, cantón Chimbo, provincia de Bolívar

Abstract

This research project: Tourism marketing plan to enhance the tourist attractions of the Magdalena parish, Chimbo Canton , Bolivar Province , aims to establish marketing strategies that contribute to the strengthening of the parish's tourism management. In the first instance the methodology used is based on the application of surveys, by means of a questionnaire applied to the tourists of the city of Riobamba and Ambato, and to the president of the Parish Gad La Magdalena, interviews were also applied to the officials of the Parish GAD. The SWOT was elaborated through the Amofíth and Pestec matrices that allowed to know the current situation of the parish, being determined based on the results obtained that there is a need for the creation and implementation of strategies that contribute to the increase in tourism demand, According to the MEFI Matrix situational diagnosis, it showed a low percentage in its internal analysis since it has a higher score in the weaknesses among them: insufficient supply of complementary tourist services, low positioning, not having tourism marketing plans and other factors that cause strengths to get a lower score. The proposal is based on creating a tourism brand, as well as the creation of billboards located at strategic points in order to promote tourism within the population, strategies that help spread the tourism potential within the parish. It is recommended to: Autonomous Government Decentralizing Parish La Magdalena and the population that is implemented in the tourism marketing plan that helps continuous improvement and increases development while contributing better to the progress of the population.