Plan de comunicación corporativa para la Empresa Pública de turismo La Candelaria, cantón Penipe, provincia de Chimborazo

Abstract

The purpose of this degree work was to design a corporate communication plan for the public tourism company La Candelaria in Penipe Canton, Chimborazo Province; to improve the touristic packages marketing offered by the company, through different communication strategies that will capture the attention of the Penipe Canton's target audience. An analysis of the situation was performed in which the strengths, opportunities, weaknesses, threats (SWOT) matrix was used, as the main instrument, to know the existing strengths, opportunities, weaknesses, and threats in the organization. Besides, an internal study of the public company was carried out to collect relevant organizational information for the research. At this point, the interview was used as the main tool. On the other hand, a market study was carried out on the population of Penipe city to know their needs, tastes, and preferences in the tourist area. For this research, the survey was used as the main instrument to collect information. Therefore, it was evident that the Penipe market does like tourism, however, a considerable percentage of the population does not know the public tourism company, likewise, there is a lack of knowledge of various tourist attractions that are within from the La Candelaria Parish. In conclusion, to increase the commercialization of the tourist packages, it is necessary to implement different communication strategies in which the existence of the company and the objectives of the services it offers are evident, and these are related to the tastes and preferences of the market. It is recommended to take care of the service quality provided since for the market it is a crucial aspect when visiting an attraction.