Plan de negocios para el desarrollo de la ruta turística de la quinua para COPROBICH en el cantón Colta parroquia Cajabamba

Abstract

The aim of the present study was to carry out a business plan to develop the Quinoa Tourist Route for COPROBICH, an association located in Colta, Cajabamba parish. Through the application of several research techniques, it was obtained the necessary information to carry out the situational diagnosis by identifying natural and cultural attractions combining the experience to observe crops of great beauty. For this reason, this research was focused on the market study that established the existence of an 87% degree of acceptance and determined that this route constitutes a destination to be visited by national and foreign tourists. In addition, the SWOT analysis was carried out with the application of the marketing mix with 4ps with a series of strategies to be used to position the company in the market and also in the tourists minds for their acceptance and preference. The organizational structure of the company is presented, supported by the corresponding functions to be fulfilled by each worker. Finally, in the financial study, an IRR of 29% and a NPV of $ 94,867.36 were obtained, which are positive indicators to carry out the development of the Quinoa Tourist Route. In conclusion, this proposal constitutes itself as an important initiative to reach the economic, cultural and environmental development of Colta, so that its execution is recommended in order to improve the living conditions of the COPROBICH associates and the surrounding population.